Co-creating brands with consumers and other stakeholders - pana youth congress nov 2010

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