Polish Your Brand With Co-Creation

Published on November 4, 2009

Tags: Branding, Community, Customer Behavior

"A revolution in both marketing thought and practice is at hand," say three researchers in an interesting new report on brand marketing.

In their research, these authors examined "consumer co-creation in an empirical context"—specifically, creative consumer behavior in nine brand communities across a wide array of products, including Apple Newton (a personal digital assistant), the BMW Mini, Jones Soda and even Tom Petty and the Heartbreakers.

The results? "Our findings suggest that there are specific recipes for managers to follow to foster brand community," they report. Among their tips:

Seed innovation. Marketers need to move beyond observing/rewarding consumer behavior to seeding innovation in brand communities, they advise. Example: If your fans are engaging in brand-based online activities, but not really connecting with each other, foster or sponsor more social-networking practices at your site (think image- or music-sharing) to get them thinking.

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by Patricia Malone Wed Nov 4, 2009 via web
Great insights on how to bring brand communities to life. Marketers looking to learn how to apply co-creation to drive business might want to check out our new program, Co-Creating Your Company's Future with Your Customers, Employees and Stakeholders. To learn more, click here: http://execed.bus.umich.edu/Programs/Co-Creating-Your-Companys-Future-with-...

-- Patricia Malone, University of Michigan Executive Education
by Katie Sasser Wed Nov 4, 2009 via web
Agree that brand marketing is a unique place to apply co-creation. In fact, co-creation offers unique alternatives to numerous applied marketing techniques. For a few more ideas (including a Top 10 list of excuses you may hear when trying to help a client be more co-creative) check out:

http://www.co-creationeffect.com

--Katie Sasser - Experience Co-Creation Partnership
by Andy Wright Wed Nov 4, 2009 via web
I like some of the ideas here, but I'd have to stop at customizable logo's. That would be very dangerous and raise all sorts of trademark issues - I'm not sure we're there yet.

Love the Mini example though...