February 18, 2007

Co-creating

Johnnie Moore

I’m Johnnie Moore, and I help people work better together

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Co-creating

It’s not about how much your product engages with the customer. It’s about how much your product allows your customer to engage with other people.

Reminded me of what James and I say in our Co-Creation Rules – in fact it prompted me to put this slightly rewritten thought there:

Marketing 1.0 treats customers as objects of communication: marketing is done to them. In co-creation everyone is a subject (in the grammatical sense) — an initiator of action a creator. Your brand, and your marketing, are the objects everyone gets to play with – if you’re lucky. Miss this point, and you may head the same way as the music industry…

Waterfalls and chaos

I linked to this paper on wicked problems the other day and Chris Corrigan commented “there’s a lot in that paper eh?”. Which is true.

Unhurried marketing

I’m experimenting with marketing less and listening more

Passion brands bring people together based on common interests and excitements. I’m particularly interested in ones created from the bottom up, as opposed to driven by producers concerned mainly with profit.

Medinge Moments

Just back from another extraordinary gathering at Medinge where the community that has produced Beyond Branding meets each summer. I was planning to keep this

The volatile chemistry of trust

Interesting research from Stanford suggests that exciting brands get more trusted after making mistakes and putting them right whilst more “sincere” brands start with more trust but lose it more easily. Perhaps the sensible interpretation is that second-guessing customers can be a waste of time!

Customer-centricity: is it the answer?

Michael Hammer’s new book, The Agenda, is about the rise of customer power. But is customer-centricity really such a good model for business and society?

What brand are you?

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Just Undo It?

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Putting humanity into branding

We live in a world of too much marketing and too much branding. People’s faith in advertising has fallen to new lows as we simply

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Co-creating

Johnnie Moore

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