Brand together : how co-creation generates innovation and re-energizes brands

Enhanced descriptions from Syndetics:

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.

Table of contents provided by Syndetics

• Acknowledgements (p. vii)
• Introduction (p. 1)
• Part 1 Thinking it (p. 5)
• 01 Creating the future together (p. 7)
• Co-creation is participative (p. 9)
• Co-creation is about openness (p. 11)
• Co-creation is empowering (p. 14)
• Co-creation involves the organization (p. 17)
• Conclusion (p. 18)
• 02 A brand of innovation (p. 21)
• The brand as innovation framework (p. 23)
• Co-creation changes the brand (p. 26)
• Conclusion (p. 33)
• 03 Co-creation and the organization (p. 35)
• The rejectors (p. 36)
• The experimenters (p. 40)
• The enthusiasts (p. 43)
• Conclusion (p. 46)
• Part 2 Doing it (p. 49)
• 04 Working together (p. 53)
• A focus on people (p. 54)
• Taking time to build trust (p. 57)
• Learning together (p. 61)
• Build concensus for change (p. 63)
• Conclusion (p. 64)
• 05 The set up (p. 67)
• Getting to the right Final Big Question (p. 68)
• Generating organizational traction (p. 71)
• Designing a co-creation programme (p. 73)
• Conclusion (p. 80)
• 06 Connected individuals (p. 81)
• Understanding motivations (p. 82)
• Creative thinking (p. 84)
• A social environment (p. 88)
• An opportunity to participate (p. 90)
• Conclusion (p. 95)
• 07 The co-creation toolkit (p. 99)
• Discovery (p. 102)
• Ideation (p. 105)
• Development and filtration (p. 111)
• Conclusion (p. 117)
• 08 Branding together with other stakeholders (p. 121)
• Creating together with partners (p. 123)
• Creating together with employees (p. 125)
• Creating together with citizens (p. 129)
• Conclusion (p. 137)
• 09 The results (p. 139)
• Measuring the benefits of co-creation (p. 141)
• The value of customer closeness (p. 144)
• Creating brand value (p. 147)
• Conclusion (p. 151)
• 10 Five key questions (p. 153)
• What's co-creation for? (p. 153)
• Who is involved? (p. 154)
• How to manage? (p. 155)
• How to reward? (p. 156)
• What are the limitations of co-creation? (p. 157)
• And finally (p. 161)
• Bibliography (p. 165)
• Index (p. 169)