Brand together [electronic resource] : how co-creation generates innovation and re-energizes brands / Nicholas Ind, Clare Fuller, Charles Trevail.
2012
HD69.B7 I526 2012eb
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Details
Title
Brand together [electronic resource] : how co-creation generates innovation and re-energizes brands / Nicholas Ind, Clare Fuller, Charles Trevail.
Author
Ind, Nicholas.
ISBN
9780749463267 (electronic book)
9780749463250
9780749463250
Publication Details
Philadelphia, Pa. : Kogan Page, c2012.
Language
English
Description
1 online resource (x, 172 p.) : ill.
Call Number
HD69.B7 I526 2012eb
Dewey Decimal Classification
658.4/063
Summary
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.
Bibliography, etc. Note
Includes bibliographical references and index.
Access Note
Access limited to authorized users.
Source of Description
Description based on print version record.
Added Author
Fuller, Clare.
Trevail, Charles.
Trevail, Charles.
Available in Other Form
Brand together.
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Online Access
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Online Resources > Ebooks
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Table of Contents
Acknowledgements
Introduction
Thinking it
Creating the future together
A brand of innovation
Co-creation and the organization
Doing it
Working together
The set up
Connected individuals
The co-creation toolkit
Branding together with other stakeholders
The results
Five key questions
Bibliography
Index.
Introduction
Thinking it
Creating the future together
A brand of innovation
Co-creation and the organization
Doing it
Working together
The set up
Connected individuals
The co-creation toolkit
Branding together with other stakeholders
The results
Five key questions
Bibliography
Index.