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It's important now that we look at this.
And so with the challenges for marketers is to be able to
understand, again, this very difficult issue of giving up
control of the brand in order to allow for consumers to have
more power to communicate about the brand at a much
faster rate.
And in that co-production model, co-branding kind of
model, it's going to be important for companies to be
aware of how to use that, how to use social media
in the right way.
And of course how to monitor that over time as well.
To pay attention to the blogs.
To be where these consumers are talking about their
brands, and to be able to track what's going.
It's almost as if it's this ongoing, real-time focus group
that's happening out there.
And you've got to be able to tap into that and be able to
understand what people are saying.
And if they're saying things that aren't good for the brand
to be able to react to that in the appropriate ways.
Nike's been really good at this co-production.
So if you go to the website they have a total part of
their business now that looks at the co-creation process.
You can actually go in, you can customize your shoe, for
example and create a kind of unique shoe just for you on a
one-to-one marketing level that allows you to express
something about who you are.
Nike tends to be very good at this advertising model of
talking to consumers in nontraditional ways they go
beyond the traditional models and reaching out to them and
social media-- creating websites for them, creating
ways that they can actually take ownership in the
production process of the actual brand itself in ways
that, again, create this.
And you think about what happens when you actually help
in that process.
Think about if from a psychological point of view.
That product then becomes me.
I made this.
So it allows me to internalize that.
And the brand now becomes more likely to be an aspect about
identification because I helped actually
create it in my mind.
And so those kind of things the Nike does I think are
really nice examples of this.