14-16 October 2014 Copenhagen. Europe's crowd conference explores the best practices in crowdsourcing and the collaborative economy that are fundamentally changing society, mindsets and possibilities across all industries. Read more: http://crowdsourcingweek.com/csw-europe-14/#ixzz3GfNivm72 http://crowdsourcingweek.com/csw-europe-14/speakers/

1. © Catalyx. The material in this document is owned by Catalyx
Technology Enabled Collaboration for Better Brand Building
Guy White,
Managing Director,
Catalyx

2. We unlock value from the collective intelligence
of crowds, communities and conversations…
To uncover insight.
To co-create marketing, product & policy
innovation.
To build participant and consumer engagement.

3. Our view of brand building
(this hasn’t changed)…

4. A traditional brand building approach
Learn
(research agency)
Create
(creative agency)
Test
(research agency)
Go
Try again

5. A traditional brand building approach
COMPANY CONSUMER
PRODUCT
PURCHASE

6. When things go (really) wrong…

7. Marketing Crowdsourcing is not new
2014 Pillsbury Bake off Competition
1949 Pillsbury Bake Off Competition Grand Prize Winners
1949 2013

8. The disruptor was the technology…
Platform + People + Incentive

9. Doing the offline bigger, better and faster online

10. Doing the offline bigger, better and faster online
Learn
(research agency)
Create
(creative agency)
Test
(research agency)
Go
Try again
$$$

11. It’s not yet perfect…
Echo Chamber remains Massive Waste remains Brand expertise lost

12. A second disruption is going on…
True technology enabled collaboration -
The Consumer Co-Creation Community
Learn:
Create, Test
and evolve:
Ideas:
Engage and
launch:

13. From insight to launch in 5 months, 20% brand
awareness before launch and so much buzz
launch brought forward to meet demand
In
conjunction
with

14. 100 ideas, 10 validated concepts, a 12
month digital content calendar, a co-created
digital strategy…. In less than a month
In conjunction with

15. Disrupting the Brand building mindset
WITH not FOR the end user
Interpret the experts, don’t be the expert
No more silos:
Research and creativity happen at the same time

16. But, keeping the important things…
Collaboration not competition Expert skills remain with experts

17. A glimpse into the future ? – the crowdsourced
Brand – from idea, to design to testing to funding…

18. …. To marketing and communication
Technology Enabled Collaboration building better brands 100% by customers, for customers

19. info@thecatalyx.com
0041 22 345 0994
Please contact us for
any more information
© Catalyx. The material in this document is owned by Catalyx