December 22, 2006
About the new participatory and co-creative culture between consumers and brands:
"Marketing 1.0 treats customers as objects of communication: marketing is done to them. In co-creation, everyone is a subject - an initiator of action, a creator - and your brand, and your promotions, are the objects everyone gets to play with."
Why spend time, energy and tons of money on market reports, focus groups and consumer insights studies, when more than ever brands just need to supply the consumers with the right tools and ask them to get emotionally involved in the shapping of the brand, rather than just telling them to buy the brand.
[Source: Change This]