In 2004, Beyond the Brand was published. At the time, I wanted to title the book, Co-Creation. The publisher said that co-creation would never be a sticky term. So, they named the book Beyond the Brand. While the book got some great momentum and a good following it never really took off as much as we wanted it to.
Based on an extensive analysis of the academic co-creation literature and my previous work into market-learning capabilities, in this paper i provide a conceptual framework of processes and capabilities for customer knowledge co-creation.
IT IS IMPORTANT TO IDENTIFY THAT CO-CREATION IS NOT JUST ABOUT FIRMS INPROVING THEIR SOCIAL MARKETING, OPEN INNOVATION, COMMUNITY-BUILDING AND LEARNING EFFORTS TO GENERATE NEW PROPRIETARY AND VALUABLE KNOWLEDGE WITH/FROM THEIR CUSTOMERS.
I've been hanging out here at the 4A's Account Planning conference in Miami. One of the presentations that was inspiring was from Mark Earls and Domenico Vitale. They allowed for a lot of co-creation in their session and started with this provocative video, above.