Bouncing off this NYT article, Gareth at Brand New makes the point that co-creation is not about brands
doing what they normally do and leaving a gap to fill in but about, "creating something people want to pass around, adapt, play with, share and talk about." And from the article, "Grant McCracken, an author, anthropologist and consultant, takes a
broader view, describing consumer involvement as a kind of branding
Reformation: marketing professionals used to be the high-priest
gatekeepers, but now we can all have a direct relationship with the
Almighty Brand." Wow, first a Renaissance and now a Reformation! (Of course, we have our own 95 Theses.)
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Glad you caught that article James as I missed it. This line resonated with me for a variety of reasons...
"The era of the brand that's blandly constructed and hopes not to offend anyone — to be pleasant — that notion is really dead."
Posted by: BIG SWINGING | June 01, 2006 at 03:03 PM