Gino Borromeo
Head of Planning
McCann Worldgroup Philippines
Co-creating Brands With Consumers and Other Stakeholders
What you will see today is
based on my professional
experience, my own study of
the subject and my personal
point of view ...
Defining co-creation
How brands are currently co-creating
with consumers and other stakeholders
The future of co-creation ...
Companies own brands,
Consumers make brands a part of their lives.
We have a personal stake in the brands
that we care about.
In the past, we had limited means to engage
the brands we care about.
In the last 10 years, this has changed.
With the explosion of media and digital technology,
every consumer can now be a broadcaster.
“My experience with JetStar Asia”
Product Ideas Communication Ideas
More importantly, every consumer can now be a
source of ideas for brands.
Marketing Ideas
In this kind of environment, brands cannot simply
ignore the empowered consumer.
There is much more to gain from actively
involving consumers in the management of
the brands they care about.
“Creating Together”
A process of
collaboration between
producers and users
The goal:
Create added value
Co-creation is mutually beneficial.
It shows customers that a
brand values them.
It gives brands access
to fresh new ideas.
How brands are currently co-creating with
consumers and other stakeholders
Brand
Consumers and other stakeholders
Marketing Ideas
Product Ideas
11,500 ideas generated by the community
Source: IdeaStorm update presentation by Vida Killian, IdeaStorm community manager...
4,800 ideas generated by employees
Source: IdeaStorm update presentation by Vida Killian, IdeaStorm community manager
150 ...
Source: IdeaStorm update presentation by Vida Killian, IdeaStorm community manager
MMDA + Motorists = Real-time traffic updates
Communication Ideas
Co-created ideas can
Help a brand become more valuable to its customers
Keep a brand fresh and interesting
Be a source of ...
Group Activity #1
How else could Coke bring happiness to Filipinos?
The future of co-creating brands
A unique context in the Philippines
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Filipino consumers generally like brands and like to
socialise with them
Source: Universal McCann Wave Study, Series 5 2010
66%
74%
of Filipino social media users have
joined an online brand comm...
If I care about a brand, why shouldn’t I make it better?
Brand
Consumers and other stakeholders
Brand
Consumers and other stakeholders
A scenario that makes many marketers nervous
Lack of control
Unpredictability
Concern that their brands could be misused o...
Not all consumer-initiated ideas are destructive
Today, let’s show how consumers initiating co-creation
with brands can be a great thing.
Group Activity #2
Think of a brand you care strongly about.
Product Idea? Communication Idea?
If you had a direct line to the people behind the
brand, what would you create with them...
Each one of us has the power to be a co-creator.
@manilapaper
@beaa
@beautheplanner
Image Credits: Rockie Nolan, Getty Images, Creative Commons
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010
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

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

  1. 1. Gino Borromeo Head of Planning McCann Worldgroup Philippines Co-creating Brands With Consumers and Other Stakeholders
  2. 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. 3. Defining co-creation How brands are currently co-creating with consumers and other stakeholders The future of co-creation with brands
  4. 4. Companies own brands, Consumers make brands a part of their lives.
  5. 5. We have a personal stake in the brands that we care about.
  6. 6. In the past, we had limited means to engage the brands we care about.
  7. 7. In the last 10 years, this has changed.
  8. 8. With the explosion of media and digital technology, every consumer can now be a broadcaster.
  9. 9. “My experience with JetStar Asia”
  10. 10. Product Ideas Communication Ideas More importantly, every consumer can now be a source of ideas for brands. Marketing Ideas
  11. 11. In this kind of environment, brands cannot simply ignore the empowered consumer.
  12. 12. There is much more to gain from actively involving consumers in the management of the brands they care about.
  13. 13. “Creating Together”
  14. 14. A process of collaboration between producers and users
  15. 15. The goal: Create added value
  16. 16. Co-creation is mutually beneficial.
  17. 17. It shows customers that a brand values them.
  18. 18. It gives brands access to fresh new ideas.
  19. 19. How brands are currently co-creating with consumers and other stakeholders
  20. 20. Brand Consumers and other stakeholders
  21. 21. Marketing Ideas
  22. 22. Product Ideas
  23. 23. 11,500 ideas generated by the community Source: IdeaStorm update presentation by Vida Killian, IdeaStorm community manager 325 ideas implemented by Dell
  24. 24. 4,800 ideas generated by employees Source: IdeaStorm update presentation by Vida Killian, IdeaStorm community manager 150 ideas implemented by Dell
  25. 25. Source: IdeaStorm update presentation by Vida Killian, IdeaStorm community manager
  26. 26. MMDA + Motorists = Real-time traffic updates
  27. 27. Communication Ideas
  28. 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. 29. Group Activity #1
  30. 30. How else could Coke bring happiness to Filipinos?
  31. 31. The future of co-creating brands
  32. 32. A unique context in the Philippines
  33. 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. 34. Filipino consumers generally like brands and like to socialise with them
  35. 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. 36. If I care about a brand, why shouldn’t I make it better?
  37. 37. Brand Consumers and other stakeholders
  38. 38. Brand Consumers and other stakeholders
  39. 39. A scenario that makes many marketers nervous Lack of control Unpredictability Concern that their brands could be misused or abused
  40. 40. Not all consumer-initiated ideas are destructive
  41. 41. Today, let’s show how consumers initiating co-creation with brands can be a great thing.
  42. 42. Group Activity #2
  43. 43. Think of a brand you care strongly about.
  44. 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. 45. Each one of us has the power to be a co-creator.
  46. 46. @manilapaper @beaa @beautheplanner
  47. 47. Image Credits: Rockie Nolan, Getty Images, Creative Commons
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