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Co creation and branding



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  • What is common? -They are companies/Brands off course but importantly above all are made by people (consumer/customer)
  • What is common? -They are companies/Brands off course but importantly above all are made by people (consumer/customer)
  • … .”Co-Creation is a form of market or business strategy to involve a third party, such as your customers or partners, to (a part of) the innovation process of a product or service. The aim is to create value together, by improving products or services or by generating new ideas and insights”…
  • What is common? -They are companies/Brands off course but importantly above all are made by people (consumer/customer)
  • What is common? -They are companies/Brands off course but importantly above all are made by people (consumer/customer)


  • 1. WINTER Template Co-Creating the Brand So , get the best out of them ! Customers talk Customers Companies Employees Stakeholder
  • 2. Presentation Navigator 01 Introduction & Evolution Model & Process CCC Case Study Findings
  • 3. 02 What is common ? Introduction & Evolution
  • 4. 03 So, What is Co-Creation? PRODUCT OR SERVICE
    • Informed
    • Networked
    • Active
    • Global
    • Fragmented
      • Business
      • Corporate
    CUSTOMER COMPANIES Introduction & Evolution
  • 5. 04 Example Introduction & Evolution
  • 6. 05 The Evolution Service-dominant logic CO-CREATOR OF VALUE Goods-dominant logic Producer Creator of Value Customer User of Value (and Destroyer) Introduction & Evolution
  • 7. 06 Co-creation & Brands Emerging brand logic is reflected in S-D logic Introduction & Evolution
  • 8. 07 Relationship & Community Customer as “always being a co-creator of value” Introduction & Evolution
  • 9. 08 Model development process
    • 18 Companies Participated (16 B2C & 2 B2B)
    • Mangers interaction (Top Management)
    Pre Understanding Analysis Model Development Phase 1 Workshop Phase 2 Workshop Phase 3 Workshop Model & Process
  • 10. 09 The Model Customer Value Creation
    • C A B
    • Searching
    • Confirmation
    • Alternatives
    • Hedonic
    • Fantasy
    • Feelings
    • Fun
    • Communities
    • Innovation
    • Design
    Supplier Value Creation Co – Creating Opportunities Planning & Initiative Implementation & Metrics Customer to Customer Interaction Employee to Customer Interaction Stakeholders Endorsement & Event Channels & Originations Other Brands ENCOUNTERS ENCOUNTERS Model & Process
  • 11. 10 Brand Co-creation through relationship experience design CCC & Findings Co-creation opportunities Build brand relationship experience MODEL ILLUSTRATED
  • 12. 11 CCC – Case Study New Member Data on member Feedback about club ACQUISITION STABILIZATION ENHANCEMENT Finding Co-creative opportunities & Comparative Method Membership is valuable Car sharing concept good New member registration Learning the service Mutual responsibility Pay membership Use service regularly Revenue from client Use of club services Service usage profile For client Use service regularly Booking a car online Recommend to friends Steady revenue – loyal client Enhance member usage profile Development: Engage client CCC & Findings
  • 13. 12 ID sequential encounters per phase How experiences are best for co- creation Optimal use of channels ID co-creation opportunities Highlight point of service failure ID processes for service recovery Improve encounter experience Reengineering Processes Use of online and mobile channels SMS information service CCC - Implementation CCC & Findings
  • 14. 06 Conceptual Model to design and plan the customer experience involved in co-creating brands Co-creation of value in the context of service dominant logic Co-creation for managing brand relationship experiences! Model helped clients ID opportunities for co-creation Final thoughts on Brand Co-creation CCC & Findings
  • 15. 12 Further Reading
    • Inside-Out Strategy : Core Competency – Prahlad C K and Gary Hamel
    • User driven product Innovation – Prahlad C K & Ramaswamy
    • Kraljic Model - Peter Kraljic (1983)
    • Co-Creating with implications of Brand Governance - Mary Jo Hatch and Majken Schultz