Brand Together: How Co-Creation Generates Innovation and Re-energizes Brands

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Kogan Page Publishers, Mar 3, 2012 - Business & Economics - 184 pages
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Any business that wants to continue growing has to consider new ways of developing and engaging with customers and clients. Innovation and co-creation have emerged as the key topics in the post-recession business environment. Brand Together will show you how to involve all stakeholders in the process of creativity - providing inspiration on how to revitalize brands and enable them to succeed in the new world of customer engagement and participation. It will show you how to truly intertwine innovation with brand strategy, whilst providing guidance on how to co-create with customers from a brand perspective. Drawing on case studies including Barclays, Mozilla, [yellow tail], Kraft Foods, Virgin Media and Danone. Brand Together will provide valuable insights for marketing and branding professionals and for anyone who wants to grow their business and their brand.
 

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Contents

Introduction
1
PART ONE Thinking it
5
PART TWO Doing it
49

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About the author (2012)

Nicholas Ind is an established author, consultant and academic. He writes for business journals (including Brand Management, Strategy and Business), teaches at the Oslo School of Management (on Branding and Innovation) and is a visiting professor at ESADE in Barcelona and napier University, Edinburgh. He is also the author of Living the Brand (published by Kogan Page), and he developed this book with Charles Trevail and Clare Fuller from Promise - a London/New York-based consultancy who are the world's leading co-creation company.

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