The Naked Brand

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Charles Trevail (@CEOPromise), CEO at Promise and Ben Hayman, the Deputy Managing Director adressed the principles, purposes and benefits of the so important, but often vaguely understood term 'co-creation' at 'The Naked Brand' conference in London.

Published in: Business, Lifestyle

The Naked Brand

  1. 1. commercial co-creation A bluffers guide to Client logo (no bigger than box) commercial co-creation Ben Hayman Deputy Managing Director
  2. 2. Core hypothesis of this presentation: Co-creation is an emerging discipline, Client logo (no bigger than box) emerging discipline, not a trend or fad
  3. 3. The process of engaging and bringing together different stakeholder groups to help organizations build more What is commercial co-creation? Client logo (no bigger than box) organizations build more powerful futures and drive value
  4. 4. Where has co-creation come from? Client logo (no bigger than box) co-creation come from?
  5. 5. Prehistory Foundations Emergence Applications Formalising Blossoming 1900-50 1950-80 1980s 1990s 2000-08 2008- Agencies Appear Communispace Sense Worldwide (1999) Promise (2003) Face (2005) Agency white papers Promise Fronteer Strategy Sense Worldwide CCA founded Counter Culture 1968 Situationism Barthes [Death of the Author] Creativity & Decision- Making Processes Harrison Owen (1980) OpenSpace3 Commercial Programmes British Airways Breakthrough Programme Open innovation programmes Philosophy Nietzsche Psychology Freud Winnicott A potted history of co-creation Client logo (no bigger than box) Value CC Prahalad School Service Dominant Logic CCA founded Books Author] Findhorn Garden (1976) Senge (1990) The Fifth Discipline Organi- sational Psychology Kurt Lewin OpenSpace3 (1985) programmes Design Participatory Design Winnicott Open / User Innovation Von Hippel Experience Economy Pine & Gilmore Open Source Linux Social Media Crowdsourcing Jeff Howe Cambrian House Tech explosion
  6. 6. Collaborative principles of innovation and Client logo (no bigger than box) of innovation and development have been around a long time
  7. 7. ...But have always been overshadowed by the idea of the individual breakthrough Client logo (no bigger than box)
  8. 8. We look for heroes and saviours Client logo (no bigger than box)
  9. 9. Which can create unrealistic pressures Client logo (no bigger than box)
  10. 10. Client logo (no bigger than box) However there is a shift occurring
  11. 11. Why is co-creation more relevant today Client logo (no bigger than box) more relevant today than ever before?
  12. 12. 1) The technological revolution Client logo (no bigger than box)
  13. 13. 2) Opportunity in adversity Client logo (no bigger than box)
  14. 14. Client logo (no bigger than box) 3) Increased competition
  15. 15. 4) Brands losing control Client logo (no bigger than box) Brand
  16. 16. 5) We want to get involved Please rate your level of interest participating in co- creation efforts with respect to the following industries. (4 or 5 on a scale from 1 (strongly disagree) to 5 (strongly agree) Personal computer 76% TV 75% Consumer 73% Client logo (no bigger than box) Base: 2,432 US online consumers willing to participate in co- creation Source: North Americam Technographics Consumer Technology Benchmark Recontact Survey, Q2 2010 (US) Consumer packaged goods 73% Home entertainment 73% Household appliances 68% Small kitchen appliances 68%
  17. 17. The problem for co-creation lies in a confusion Client logo (no bigger than box) in a confusion of definitions
  18. 18. The co-creation matrix User generated content Mass collaboration (Wikinomics Product type (value): Personalised Product type (value): Standard Consumer led Client logo (no bigger than box) Co-creation (co-innovation) Producer led Personalisation (‘Tailor made’) Mass customisation Co-production Mass production PersonalisedStandard
  19. 19. Client logo (no bigger than box) User generated content Mass Collaboration Mass CustomisationCrowd-sourcing
  20. 20. So what is commercial Client logo (no bigger than box) commercial co-creation?
  21. 21. The professionalisation of the process Creates structure and accountability A large, flexible resource for businesses Merging of disciplines and internal responsibilities Client logo (no bigger than box) responsibilities Businesses understand how to use the approach Visible ROI's
  22. 22. Empowering participants, not using respondents Client Traditional consumer engagement Participant Participant Co-creation Client logo (no bigger than box) Researcher Respondent Respondent ClientFacilitatorParticipant Participant Participant
  23. 23. Why does it work? Client logo (no bigger than box) it work?
  24. 24. We usually treat consumers as research respondents Our assumption: “we understand they don’t” We enlist their opinion, not their imagination and creativity Why co-creation? In co-creation we treat our consumers as “co-creators” We assume that “we don’t know really, they may” We enlist their creativity and skills, not just their opinion Client logo (no bigger than box) imagination and creativity We don’t give the bigger picture, typically involving them at one point in time We don’t directly interact with them. skills, not just their opinion We give them a wider view of the problem, sometimes involving them from ideation to implementation Staff and experts interact with them directly.
  25. 25. There are more smart people outside your organisation than inside it Client logo (no bigger than box)
  26. 26. The five key principles of co-creation Client logo (no bigger than box) co-creation
  27. 27. 1) Its all in the Client logo (no bigger than box)
  28. 28. Top tips for bringing the right people into the process: 1- Involve as many senior management as possible 2- Think ahead: Create a cross functional implementation team before you start 3- Mix up customers, staff and management 1) Its all in the mix Client logo (no bigger than box) 3- Mix up customers, staff and management 4- Engage your group over a period of time
  29. 29. Add image 2) Relationships are the source of results Client logo (no bigger than box)
  30. 30. Top tips for creating relationships: 1- Begin as you mean to go on – stimulate creativity through games and simple, fun exercises 2- Allow people to form teams early 2) Relationships are the source of results Client logo (no bigger than box) 2- Allow people to form teams early on in the process 3- Mix interests and attitudes, but be careful with age
  31. 31. 2) Relationships are the source of results Professional Personal Co-creation accesses the personal and private as well as the professional Client logo (no bigger than box) What I am prepared to tell everyone Professional What I really think! PrivateWhat I am prepared to tell people I am close to Personal
  32. 32. 2) Commercial co-creation requires you to create the right environment Client logo (no bigger than box)
  33. 33. Top tips for creating the right environment: 1- Online favours extended programmes and iterative creative development 2- Your environment should be relevant 3) Commercial co-creation requires you to create the right environments Client logo (no bigger than box) 2- Your environment should be relevant to the project or a blank canvas 3- Make people feel special
  34. 34. 4) Bring your co-creators into the process Client logo (no bigger than box)
  35. 35. Top tips for bringing people into the process: 1- Allow your broader team to refine and develop your brief 2- Give people access to information 3- Empower the people you are trying to 4) Bring your co-creators into the process Client logo (no bigger than box) 3- Empower the people you are trying to engage – tell them what is at stake, the commercial case and their potential impact
  36. 36. 5) Commercial co-creation is not just about marketing, its about making change happen Client logo (no bigger than box)
  37. 37. 5) Commercial co-creation is not just about marketing, its about making change happen Client logo (no bigger than box)
  38. 38. Co-creation is here to stay! Client logo (no bigger than box)
  39. 39. Promise Corporation Limited Tel: +44 (0) 207 290 0290 75 Wells Street Fax: +44 (0) 207 290 0280 London info@promisecorp.com W1T 3QH www.promisecorp.com Ben Hayman, Promise

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