co-creation

Co-creation in Luxury Brands?

by: Jennifer Rice

I've been thinking about the concept of co-creation as it relates to upscale/luxury hotels. There is certainly a macro-trend from Experience Economy (ie. here is the experience we're creating for you) to Participation Economy (ie. here is the space in which you can participate to create your experience.)

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Product Innovation and Co-creation at MyStarbucksIdea

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The Co-creation Spectrum

by: Matt Rhodes

Over the past few days we have posted five types of co-creation. From those which involve only the customer and their own product to those which don’t involve the brand at all. These types can be seen as on a spectrum of co-creation with the following characteristics and variables:

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Co-creation 5: Community Product Design

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Co-creation 4: New product Co-creation

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Co-creation 3: Service redesign

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Co-creation 2: Real-time Self-service

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Co-creation 1: Mass Customisation

by: Matt Rhodes

Mass customisation is at one end of the co-creation spectrum - each product is customised for the particular customer who is purchasing it. Unlike what we often think of as co-creation, the individual customer does not influence the product for others. But they co-create their own product with the brand to deliver a customised version.

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The Future of: User Generated Advertising?

by: Iqbal Mohammed

Russell Davies writes here about the probable need for a single page/repository of information about every single product in the world - information associated with its actual use, the memories associated with it, the stories, etc. Information that probably currently exists distributed across the web and in people's memories - but put together in one easy-to-find place by the people who use the products in question.

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The Customer Is the Ad Agency

by: Iqbal Mohammed

Tripletz.com is an on demand publishing service for user created greeting cards. But that's not all. The designs one creates can also be made available for sale to others too. If a particular design sells 111 times, Tripletz will pay the creator $111.

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