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These slides were originally presented at the MRS Brand Research Conference. Face's Saul Parker & Esther Garland use their Mortein co-creation as a vehicle to discuss 5 Myths about co-creation.
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Co-creating a brand positioning in diverse markets
Saul Parker and Esther Garland, Face
research/MRS conference 09.06.11
Tackling a mundane category to make it exciting and relevant
Disrupting a category where everyone says the same thing…
Across markets with markedly
different attitudes to the problem…
With a brand at diverse stages of its evolution
Why not leave it to the experts?
Brands are social entities, and meaning and value are in constant negotiation
The myths of
co-creation
Myth 1: co-creation just reflects cultural norms
Myth 2: consumers can’t ‘do’ revolutionary thinking
Myth 3: consumers are not experts
Myth 4: consumers can ‘do’ purpose but not meaning
Myth 5: co-creation sidelines the creative experts
Our approach
Capitalise on folk
narrative and
symbolism
Keep things non-linear and abstract
Incorporate creative tasks, game playing
and story telling
Inspire disruption and be explicit about rule-breaking
Build in divergence
Collaborate with agency and client experts, local and global
What we learnt
Consumers can teach us that things aren’t black and white
Creative thinking can be taught, and learnt
Disruption isn’t difficult if you build it into the
process
Brand communication is about story-telling
and myth-making