The document discusses the importance of co-creation in branding, highlighting how companies like Kraft and Diageo engage consumers in the branding process. It outlines key rules for effective co-creation and shares insights from industry experts about the benefits of community involvement, such as increased buy-in and reduced risks. Real-world examples, including Kraft’s collaboration with employees and consumers, showcase the impact of collaborative branding efforts.

1. Brand together: How companies use online co-
creation to guide the branding process
Felix Koch – Consultancy Director Promise Communities

2. Introduction to co-creation
5 rules when using co-creation in branding
Q&A

3. Insight Innovation Brand Strategy

5. Company/ Consumer/
organisation stakeholder
permeable co-creative
boundaries spaces

7. Co-creating Kraft’s new ‘mission, vision and
values’ together with 4k employees in 4 months

8. Engaging 200 consumers as brand guardians to
develop a new brand positioning for Redstripe

9. Introduction to co-creation
5 rules when using co-creation in branding
Q&A

11. It became clear that increased buy-in and a de-
risked launch were the biggest benefits for Kraft:

13. 1. 2.
What three things do you hate What would the ideal Kraft look
about Kraft? like?
Why is this project going to fail? What should Kraft stand for?

15. Let consumers into your world and they will pay
you back ten-fold.
I was amazed at the level of engagement that the
community had with the project, we had several
hundred consultants working for close to free!
The community obviously enjoyed working on
the project as when we closed it down there were
numerous people that were sad to see it end!
Nick Britton
Senior Brand Manager, Volvic

17. Traditionally consumer feedback is only sought at
the end – Redstripe benefited from many iterations
What should the new This is the
positioning be?! new campaign!

19. Diageo chose a brand positioning that was not the
favourite of the community – we explained why

21. Thank you.