Transform: Brand together, Felix Koch
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Transcript of Transform: Brand together, Felix Koch
Felix Koch – Consultancy Director Promise Communities
Brand together: How companies use online co-creation to guide the branding process
Introduction to co-creation
5 rules when using co-creation in branding
Q&A
Insight Innovation Brand Strategy
Co-creation leverages the new conditions
co-creative spaces
permeable boundaries
Company/ organisation
Consumer/ stakeholder
Co-creating Kraft’s new ‘mission, vision and values’ together with 4k employees in 4 months
Engaging 200 consumers as brand guardians to develop a new brand positioning for Redstripe
Introduction to co-creation
5 rules when using co-creation in branding
Q&A
It became clear that increased buy-in and a de-risked launch were the biggest benefits for Kraft:
1. What three things do you hate about Kraft? Why is this project going to fail?
2. What would the ideal Kraft look like? What should Kraft stand for?
Let consumers into your world and they will pay you back ten-fold.
I was amazed at the level of engagement that the
community had with the project, we had several
hundred consultants working for close to free!
The community obviously enjoyed working on
the project as when we closed it down there were
numerous people that were sad to see it end!
Nick Britton
Senior Brand Manager, Volvic
Traditionally consumer feedback is only sought at the end – Redstripe benefited from many iterations
What should the new positioning be?!
This is the new campaign!
Diageo chose a brand positioning that was not the favourite of the community – we explained why
Thank you.