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Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
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Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010

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My talk given during the PANAF IMC Youth Congress Nov 12, 2010

My talk given during the PANAF IMC Youth Congress Nov 12, 2010

Published in: Self Improvement, Business

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  • 1. Gino Borromeo Head of Planning McCann Worldgroup Philippines Co-creating Brands With Consumers and Other Stakeholders
  • 2. What you will see today is based on my professional experience, my own study of the subject and my personal point of view about brands. Co-creation with brands is an area that is constantly evolving so this is by no means the definitive point of view on the subject.
  • 3. Defining co-creation How brands are currently co-creating with consumers and other stakeholders The future of co-creation with brands
  • 4. Companies own brands, Consumers make brands a part of their lives.
  • 5. We have a personal stake in the brands that we care about.
  • 6. In the past, we had limited means to engage the brands we care about.
  • 7. In the last 10 years, this has changed.
  • 8. With the explosion of media and digital technology, every consumer can now be a broadcaster.
  • 9. “My experience with JetStar Asia”
  • 10. Product Ideas Communication Ideas More importantly, every consumer can now be a source of ideas for brands. Marketing Ideas
  • 11. In this kind of environment, brands cannot simply ignore the empowered consumer.
  • 12. There is much more to gain from actively involving consumers in the management of the brands they care about.
  • 13. “Creating Together”
  • 14. A process of collaboration between producers and users
  • 15. The goal: Create added value
  • 16. Co-creation is mutually beneficial.
  • 17. It shows customers that a brand values them.
  • 18. It gives brands access to fresh new ideas.
  • 19. How brands are currently co-creating with consumers and other stakeholders
  • 20. Brand Consumers and other stakeholders
  • 21. Marketing Ideas
  • 22. Product Ideas
  • 23. 11,500 ideas generated by the community Source: IdeaStorm update presentation by Vida Killian, IdeaStorm community manager 325 ideas implemented by Dell
  • 24. 4,800 ideas generated by employees Source: IdeaStorm update presentation by Vida Killian, IdeaStorm community manager 150 ideas implemented by Dell
  • 25. Source: IdeaStorm update presentation by Vida Killian, IdeaStorm community manager
  • 26. MMDA + Motorists = Real-time traffic updates
  • 27. Communication Ideas
  • 28. Co-created ideas can Help a brand become more valuable to its customers Keep a brand fresh and interesting Be a source of inspiration for those working on a brand
  • 29. Group Activity #1
  • 30. How else could Coke bring happiness to Filipinos?
  • 31. The future of co-creating brands
  • 32. A unique context in the Philippines
  • 33. !" #" $" %" &" '" (" )" *" +" #!" ,-./-012345" 637.-4"87394:; "<=-4-3" >?5.02172" @-3; 20A" 637.-4"<.2.-5"B23242"C023D-"E2F23"<F273"G?5572" H-0; 23I"J02K71"L27=23"M -N7D:"B/732" <:?./"8:0-2" L/271234"O3472" !"#$%&$'(")% Source: Millward Brown, 2009 Consumers from Asian countries generally more enthusiastic about spending time with brands
  • 34. Filipino consumers generally like brands and like to socialise with them
  • 35. Source: Universal McCann Wave Study, Series 5 2010 66% 74% of Filipino social media users have joined an online brand community of those who join online brand communities recommend others to join
  • 36. If I care about a brand, why shouldn’t I make it better?
  • 37. Brand Consumers and other stakeholders
  • 38. Brand Consumers and other stakeholders
  • 39. A scenario that makes many marketers nervous Lack of control Unpredictability Concern that their brands could be misused or abused
  • 40. Not all consumer-initiated ideas are destructive
  • 41. Today, let’s show how consumers initiating co-creation with brands can be a great thing.
  • 42. Group Activity #2
  • 43. Think of a brand you care strongly about.
  • 44. Product Idea? Communication Idea? If you had a direct line to the people behind the brand, what would you create with them? Marketing Idea?
  • 45. Each one of us has the power to be a co-creator.
  • 46. @manilapaper @beaa @beautheplanner
  • 47. Image Credits: Rockie Nolan, Getty Images, Creative Commons