Comments on: Do brands need intimacy to be developped?

By: stetoscope

stetoscope — Fri, 27 Jun 2008 10:00:21 +0000

That’s great! I did not know about the coke consumers competition. I think those phenomenon will increase a lot. It is such a difference for consumer to feel being part of a project rather than a passive target between 25-30, male, earning from 35K$ to 50K$… And the internet allow this so easily.

By: Vasanth Seshadri

Vasanth Seshadri — Fri, 27 Jun 2008 09:03:37 +0000

This rings a bell. It’s called consumer co-creation, and many brands are now exploring this approach. If I remember correctly, Coke organized a co-creation (or Coke-creation!) campaign with a competition for consumers to create their own ads and upload them on Youtube. Another example was Brand Obama which was recently boosted by co-creators uploading their own songs and videos on yeswecan.com

By: stetoscope

stetoscope — Fri, 27 Jun 2008 06:47:06 +0000

@sam : As a former member of a brand design company I regret that too. We all can see that this system is not well balanced yet. Google (and Cie) will have to find a way to balance it…

By: sam

sam — Thu, 26 Jun 2008 16:53:12 +0000

Thanks to “the community spirit” one of the biggest company of this age is having thousands of designers working for free but for glory. Well done!