Brand Together: How Co-Creation Generates Innovation and Re-Energizes Brands - Couverture souple

Ind, Nicholas; Fuller, Clare; Trevail, Charles

Couverture souple

ISBN 10 : 0749463252 ISBN 13 : 9780749463250

Editeur : Kogan Page Ltd, 2012

Synopsis

A new tool for marketers and brand managers, co-creation is fast becoming a recognized and effective way to drive business growth and enhance and protect brand reputation. Brand Together shows how to involve all stakeholders - employees, clients and customers - in the process of co-creation and innovation to enable the brand to succeed in the new world of customer engagement and participation. It shows how to intertwine creativity with brand strategy and provides practical guidance on how to co-create with customers from a brand perspective.

Based on interviews with 20 managers from around the world and insights from 236 members of a unique online community created specifically for this book, Brand Together is an example of co-creation itself.

Author and consultant Nicholas Ind, along with Clare Fuller and Charles Trevail, pioneers of co-creation in branding, offer valuable insights for marketing and branding professionals and for individuals who want to grow their business and their brand. Case studies and examples are numerous and include Kraft Foods, McDonald's, IBM, Google and Lego.

A propos du livre

À propos de l?auteur

Nicholas Ind is an established author, consultant and academic. He writes for business journals including Brand Management and strategy + business. He teaches at the Oslo School of Management and is a visiting professor at ESADE in Barcelona. He is also the author of Living the Brand and Beyond Branding (both published by Kogan Page).

Clare Fuller is currently a member of the team at Promise - a London/New York-based consultancy who are the world's leading co-creation company. Their impressive client list includes Ernst & Young, ITV, McDonald's New Labour, Dubai government, Visa Europe, AstraZeneca, Hilton and Barclays.

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 organizations 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.

Détails de l'édition

• Éditeur: Kogan Page Ltd
• Date d'édition: 2012
• Langue: anglais
• ISBN 10: 0749463252
• ISBN 13: 9780749463250
• Reliure: Broché
• Nombre de pages: 184
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible