The African leg of the launch of the book was held on the Granger Bay Campus (Cape Peninsula University of Technology, Cape Town) recently. Hosted by South Africa’s first Brand and Digital Research Hub which was launched at CPUT last year, the book launch was attended by local business people, academics from other institutions and CPUT staff members. More abut it can be read here: https://www.cput.ac.za/newsroom/news/article/3955/book-launched-by-digital-research-hub
Two days after the launch, Prof. Schmidt had the honor to guest lecture to the Master course in ‘Brand Management’ of Dr. Pieter Steenkamp. The picture shows Steenkamp, Schmidt and young researcher Kuhle Zwakala.
‘Co-Creating Brands’ is a current brand management text book that can be used in undergrad or postgrad lectures. It contains clear learning objectives at the beginning of each chapter, multiple current case studies, interviews with branding experts, as well as suggestions for in-class-activities and questions for reflection. Nevertheless, it is most suitable for lectures on a Master level. Prof. Schmidt uses it as the basic textbook for his course “Brand Management in a Digital World’ that is part of the Master of Science in ‘Business Management’ at Koblenz University of Applied Sciences, Germany.
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.”