Co-creating Brands: Brand Management from A Co-creative Perspective

An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs.

Brand management and development has traditionally been regarded as the responsibility of the organization ? they design, produce and sell the brand, before delivering it to customers. Yet this approach can be needlessly restrictive, as the connective power of the internet and the desire of consumers to focus on experiences has reshaped b...