Brand Together

How Co-Creation Generates Innovation and Re-Energizes Brands
1. Auflage 2012
ISBN: 978-0-7494-6325-0
Verlag: Kogan Page

Buch, Englisch, 184 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 289 g

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.

Brand Together demonstrates how to truly intertwine innovation with brand strategy, with expert 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, it provides valuable insights for marketing and branding professionals, and for anyone who wants to grow their business and brand.

Autoren/Hrsg.

Horner, David

Ind, Nicholas

Fuller, Clare

Stewart, Jim

Trevail, Charles

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensorganisation & Entwicklungsstrategien
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Chapter - 00: Introduction; Section - ONE: Thinking it; Chapter - 01: Creating the future together; Chapter - 02: A brand of innovation; Chapter - 03: Co-creation and the organization; Section - TWO: Doing it; Chapter - 04: Working together; Chapter - 05: The set up; Chapter - 06: Connected individuals; Chapter - 07: The co-creation toolkit; Chapter - 08: Branding together with other stakeholders; Chapter - 09: The results; Chapter - 10: Five key questions

Über Autor(innen)

Ind, Nicholas
Nicholas Ind is an associate professor at Kristiania University College, Oslo and a partner in Equilibrium Consulting. Previously he ran Icon Medialab's brand consultancy arm in Sweden. He is a former director of the Design Business Association (UK), a member of the advisory board of Corporate Reputation Review and of the editorial board of the Journal of Brand Management.

Nicholas Ind was a founder member of the Medinge Group, an international branding think tank. Nicholas is the author of eleven books including Beyond Branding, Living the Brand and Brand Together (all published by Kogan Page). He also co-edited Brands with a Conscience.

Trevail, Charles
Charles Trevail is CEO at promise, and has been a leader in the consulting world for the past 20 years. Founded in 2003, Promise has become a leading consultancy helping brands grow through brand management and innovation. Charles has advised a number of blue-chip organisations internationally, including British Airways, BMW, Volkswagon Group, McDonalds, Etihad, Hilton, telefonica and Visa, as well as advising a number of national governments, political leaders and their parties.

Fuller, Clare
Clare Fuller has worked as a brand consultant for more than 20 years. She helped co-found Promise in 2003, with the goal of harnessing the voice and energies of consumers more effectively in the brand-building process. Her clients have included FirstDirect, Visa, Kraft, Virgin, O2, AstraZeneca and Barclays. She has an MBA from the London Business School, as well as a Maths degree.

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 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).