Hot on the heels of my post about My Starbucks Idea, I thought I’d share a couple of pieces of Brand 2.0 love that I’ve come across recently:
- The church of co-creation and community, Communities Dominate Brands: go here for some deep insight into how some companies are recognising the (well-documented) need to get closer to their customers, and embed them into their processes.
- Understanding what co-creation actually means: by Corante.
I’m starting to think of brands as being porous – for the reason that the word ‘porous’ implies a flow into something, but in a gradual, slow-but-sure way. It’s not like most large businesses move (to use Tom Peters’ phrase) at the speed of light, and yet they’re waking up to the fact that they have to constantly shift and adapt to the changing needs of their customers. So…porous.
barbd 