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.