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The way in which brands communicate, and how consumers live their lives, is of significant importance to each entity. However, now, more than ever before, the two have become intertwined. This is resulting in one of the biggest developments that the advertising and marketing industry have witnessed in this generation. In a world that is increasingly lacking relevance and individuality, brands and consumers are constantly seeking to be heard amongst the crowd. Over the years brands have stressed the importance of listening to their customers. However, simply listening to customers is now being called into question, and instead the idea of working alongside them is being considered.
The modern consumer relishes having more power than ever before and they are willing to use this new found control. Brands can no longer ignore this development, and indeed, should not try to ignore it. There are significant benefits to brands and consumers working together in order to learn more about each other. One huge benefit of this is the potential for organisations to change and structure the way in which they do business, not just how they market and advertise themselves. This collaboration of brand and consumer is now more commonly referred to as Co-Create, a methodology which embraces the collaboration of both brand and consumer and delivers mutual benefits for both.
This study will research the effects that Co-Creation has had on the advertising and marketing industry. Furthermore, it will establish the key contributing factors that have given rise to Co-Creation, and how its methodology is implemented. An investigative case study and interviews are used as the basis for the research in this study. This provides highly informed data which will be used to conduct a thorough analysis and draw an educated conclusion on the topic of Co-Create.