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My talk given during the PANAF IMC Youth Congress Nov 12, 2010
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Gino BorromeoHead of Planning
McCann Worldgroup Philippines
Co-creating Brands With Consumers and Other Stakeholders
What you will see today is based on my professional
experience, my own study of the subject and my personal point of view about brands.
Co-creation with brands is an area that is constantly
evolving so this is by no means the definitive point of
view on the subject.
Defining co-creation
How brands are currently co-creating with consumers and other stakeholders
The future of co-creation with brands
Companies own brands,Consumers make brands a part of their lives.
We have a personal stake in the brands that we care about.
In the past, we had limited means to engage the brands we care about.
In the last 10 years, this has changed.
With the explosion of media and digital technology, every consumer can now be a broadcaster.
“My experience with JetStar Asia”
Product Ideas Communication Ideas
More importantly, every consumer can now be a source of ideas for brands.
Marketing Ideas
In this kind of environment, brands cannot simply ignore the empowered consumer.
There is much more to gain from actively involving consumers in the management of
the brands they care about.
“Creating Together”
A process of collaboration between producers and users
The goal: Create added value
Co-creation is mutually beneficial.
It shows customers that a brand values them.
It gives brands access to fresh new ideas.
How brands are currently co-creating with consumers and other stakeholders
Brand
Consumers and other stakeholders
Marketing Ideas
Product Ideas
11,500 ideas generated by the community
Source: IdeaStorm update presentation by Vida Killian, IdeaStorm community manager
325 ideas implemented by Dell
4,800 ideas generated by employees
Source: IdeaStorm update presentation by Vida Killian, IdeaStorm community manager
150 ideas implemented by Dell
Source: IdeaStorm update presentation by Vida Killian, IdeaStorm community manager
MMDA + Motorists = Real-time traffic updates
Communication Ideas
Co-created ideas canHelp a brand become more valuable to its customers
Keep a brand fresh and interestingBe a source of inspiration for those working on a brand
Group Activity #1
How else could Coke bring happiness to Filipinos?
The future of co-creating brands
A unique context in the Philippines
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Source: Millward Brown, 2009
Consumers from Asian countries generally more enthusiastic about spending time with brands
Filipino consumers generally like brands and like to socialise with them
Source: Universal McCann Wave Study, Series 5 2010
66%
74%
of Filipino social media users have joined an online brand community
of those who join online brand communities recommend others to join
If I care about a brand, why shouldn’t I make it better?
Brand
Consumers and other stakeholders
Brand
Consumers and other stakeholders
A scenario that makes many marketers nervous Lack of controlUnpredictability
Concern that their brands could be misused or abused
Not all consumer-initiated ideas are destructive
Today, let’s show how consumers initiating co-creation with brands can be a great thing.
Group Activity #2
Think of a brand you care strongly about.
Product Idea? Communication Idea?
If you had a direct line to the people behind the brand, what would you create with them?
Marketing Idea?
Each one of us has the power to be a co-creator.
@manilapaper@beaa@beautheplanner
Image Credits: Rockie Nolan, Getty Images, Creative Commons