Brand together: How companies use online co-creation to guide the branding process
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Brand together: How companies use online co-creation to guide the branding process

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Presented at the Transform Conference 10/2011 in London. ...

Presented at the Transform Conference 10/2011 in London.

Brand together: How companies use digital tools (such as online co-creation) to guide the branding process

What are the benefits of co-creating your brand strategy with your stakeholders?

What works and what doesn’t?

Drawing on their work with Diageo, Volvic and Kraft, Promise Communities, the online division of the co-creation consultancy Promise, will share their experiences of what has worked well – and what hasn’t. They will also leave you with five golden rules that will apply to any co-creative branding process that is facilitated online.

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Brand together: How companies use online co-creation to guide the branding process Brand together: How companies use online co-creation to guide the branding process Presentation Transcript

  • Brand together: How companies use online co-creation to guide the branding processFelix Koch – Consultancy Director Promise Communities
  • Introduction to co-creation5 rules when using co-creation in brandingQ&A
  • Insight Innovation Brand Strategy
  • Company/ Consumer/ organisation stakeholderpermeable co-creativeboundaries spaces
  • Co-creating Kraft’s new ‘mission, vision andvalues’ together with 4k employees in 4 months
  • Engaging 200 consumers as brand guardians todevelop a new brand positioning for Redstripe
  • Introduction to co-creation5 rules when using co-creation in brandingQ&A
  • It became clear that increased buy-in and a de-risked launch were the biggest benefits for Kraft:
  • 1. 2.What three things do you hate What would the ideal Kraft lookabout Kraft? like?Why is this project going to fail? What should Kraft stand for?
  • Let consumers into your world and they will payyou back ten-fold. I was amazed at the level of engagement that the community had with the project, we had several hundred consultants working for close to free! The community obviously enjoyed working on the project as when we closed it down there were numerous people that were sad to see it end! Nick Britton Senior Brand Manager, Volvic
  • Traditionally consumer feedback is only sought atthe end – Redstripe benefited from many iterations What should the new This is the positioning be?! new campaign!
  • Diageo chose a brand positioning that was not thefavourite of the community – we explained why
  • Thank you.