I read the article “21st century alchemy” (April, p28) with great interest, particularly the section that focused on the imperativeness of co-creation within the context of the 21st century digital marketplace.
The emergent reality for brands (and their managers) now is that there is a need to let go of the fallacy that the brands in our care belong to us. A brand belongs to the market, of which the consumer is a key determinant.
At this juncture it must again be stressed that co‑creation is crucial and, ideally, the brand is co-created and shaped via meaningful collaboration with consumers.
Consumer‑generated media is no passing fad. Many of the world’s most successful brands are progressing beyond the centuries-old model of driving awareness through mass marketing, choosing instead to engage consumers. As someone succinctly put it: “Every consumer with an idea and an iMac is a potential visionary, eager to step into the vital role of brand ambassador.”
to magazine
