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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

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    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 Presentation Transcript

    • Co-creating Brands With Consumers and Other Stakeholders Gino Borromeo Head of Planning McCann Worldgroup Philippines
    • 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.
    • Defining co-creation How brands are currently co-creating with consumers and other stakeholders The future of co-creation with brands
    • 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”
    • More importantly, every consumer can now be a source of ideas for brands. Marketing Ideas Product Ideas Communication 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 325 ideas implemented by Dell Source: IdeaStorm update presentation by Vida Killian, IdeaStorm community manager
    • 4,800 ideas generated by employees 150 ideas implemented by Dell Source: IdeaStorm update presentation by Vida Killian, IdeaStorm community manager
    • 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 inspiration for those working on a brand
    • Group Activity #1
    • How else could Coke bring happiness to Filipinos?
    • The future of co-creating brands
    • A unique context in the Philippines
    • ,- !"#$%&$'(")% 63 ./ !" #" $" %" &" '" (" )" *" +" #!" 7.- -01 4" 23 87 45 39 " 4: <= ;" Source: Millward Brown, 2009 -4 >? -3 5. " @- 02172 63 3 " 7.- ;2 4" 0A" <. 2. B2 -5" 32 42 C0 " 23 D- E2 " F2 3" <F 27 G? 3" H- 5572 0; " 23 I J0 " 2K L2 71" 7= M 23" -N 7D: < : B/ " ?. 73 /" 2" 8: L/ 0-2 27 " 12 enthusiastic about spending time with brands 34 Consumers from Asian countries generally more O3 " 47 2"
    • Filipino consumers generally like brands and like to socialise with them
    • 66% of Filipino social media users have joined an online brand community 74% of those who join online brand communities recommend others to join Source: Universal McCann Wave Study, Series 5 2010
    • 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 or abused
    • 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.
    • If you had a direct line to the people behind the brand, what would you create with them? Marketing Idea? Product Idea? Communication Idea?
    • Each one of us has the power to be a co-creator.
    • @manilapaper @beaa @beautheplanner
    • Image Credits: Rockie Nolan, Getty Images, Creative Commons