In an interesting Q&A session, Nicholas Ind shared his thoughts on open innovation, brand co-creation, and intrapreneurship with Nicolas Bry from Orange. You find the interview here.
Peter Brown, a colleague and friend from Medinge and a mastermind on brands and sustainability, raised the following question today:
“If traditional brand direction and management was inside out, monodirectional and organisational, then presumably so was ‘conscience’, from within the organisation expressed outwards (‘here is our conscience, and here we are communicating it to you’). Is part of co-creation that ‘conscience’ also is a shared exercise between many stakeholders? So rather than ‘here is our conscience, hope you believe us’, conscience is a joint exercise and is built up in a co-creative capacity, over time, rather than just a solid, monolithic ‘take it or leave it’?”
Hmmm, we’ll have to think about this. Oriol Iglesias from ESADE Barcelona, in his book contribution ‘ HOW CO-CREATION CAN BOOST TRUST IN CORPORATE SOCIAL RESPONSIBILITY‘, writes something connected to Peter’s thought, but Peter’s question goes farther, beyond CSR. Definitely great food for though, so we thought that we share it on the book’s website.
A nice example of co-creating a start-up brand: Roger Federer, the Swiss tennis champion, is not only a testimonial for the sport shoe brand ‘On’ but gets personally involved in the design and marketing of the brand. He told the paper Schweizer Illustrierte: “I want to help with the development of shoes, will express my opinion on the design and also give tips on marketing.”
We just received the news that the first copies arrived at our publisher Bloomsbury. We are excited and anxiously waiting for the official launch in December.
We are looking forward to the publication of our book. It will be available from 12-12-2019 on. Have a look at the publishers website: Bloomsbury.