By Nicholas Ind


A new device for agents and model managers, co-creation is speedy changing into a well-known and powerful method to force company progress and increase and shield model attractiveness. Brand Together indicates how you can contain all stakeholders - staff, consumers and consumers - within the strategy of co-creation and innovation to permit the logo to reach the recent global of shopper engagement and participation. It indicates find out how to intertwine creativity with model technique and gives sensible information on how you can co-create with clients from a model perspective. 

Based on interviews with 20 managers from around the globe and insights from 236 contributors of a distinct on-line group created in particular for this ebook, Brand Together is an instance of co-creation itself. 

Author and advisor Nicholas Ind, besides Clare Fuller and Charles Trevail, pioneers of co-creation in branding, supply invaluable insights for advertising and branding pros and for those who are looking to develop their enterprise and their model. Case experiences and examples are various and contain Kraft meals, McDonald's, IBM, Google and Lego.

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We recognise that we missed the opportunity to engage with the online community. This wasn’t the right project at the right time for crowd sourcing. There may be a time to evolve our logo, but if and when that time comes we’ll handle it in a different way. Finally, in 2011, Starbucks joined Tropicana and Gap in this trio of loved brands having faced the mixed blessing of passionate consumers. Again, design was the issue. Perhaps acting on ambitions to offer more than coffee or to expand further internationally, Starbucks zoomed in on their famous Siren figure framed in a green circle and took away ‘Starbucks Coffee’ from its logo entirely.

The Ergorapido vacuum cleaner provides an apt example of the method. indd 38 05/12/11 1:00 PM Co-creation and the Organization 39 instant cleaning. The insight was that large traditional vacuum cleaners were not well suited for everyday cleaning and that their lack of aesthetic appeal precluded their display when visitors were coming. The result was a brief to develop a product that catered for instant cleaning and looked cool enough and took up as little space as possible so that people would leave it out all the time.

Straightforward Orange makes things easier by using simple language and no jargon. Dynamic Orange is continually developing new services to make communications even easier. Friendly Orange is a brand that you can understand and trust. is designed to inspire. It is an attempt to convey a higher and future-oriented purpose that touches people’s deeper motivations. Orange, Virgin and BMW: brand ideologies at work The France Telecom owned brand, Orange, has an ideology that talks about a ‘commitment to make the world’s digital transformation a simple and useful reality for all’.

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