Brand Together: How Co-Creation Generates Innovation and Re-energizes Brands
By Unknown Author.
Description
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 ar...
ISBN(s)
0749463252, 9780749463250
