Branding is done — in today's business and marketing world, it's all about bottom-up co-creation to ensure real marketing effectiveness and product success. Marketing expert John Winsor makes a powerful case that instead of focusing on traditional branding efforts, companies must learn to use "co-creation" tools to work from the bottom up to create new products, services, and marketing strategies in collaboration with their customers. Today, it's all about getting out in the streets and spending time with the right customers, in their worlds, to create the essential foundations for breakthrough innovation. He takes readers deep into this new kind of customer-company relationship, providing useful case studies as well as practical step-by-step methods to engage these key voices in dialogues that fuel real innovation. Readers will learn how to develop a true bottom-up co-creation strategy and hone the intuition and inspiration that drive innovation.
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About the Author
Table of Contents
Executive Summary 10
Chapter 1 Co-creating from the Bottom-Up 18
Chapter 2 Step One: Focus on Key Voices 36
Chapter 3 Step Two: Get the Story 50
Chapter 4 Step Three: Listen 68
Chapter 5 Step Four Find Inspiration 82
Chapter 6 Step Five: Hone Your Intuition 94
Chapter 7 Step Six: Find the Center of Gravity 106
Chapter 8 Step Seven: Tell the Story 124
Most Helpful Customer Reviews
Marketing expert John Winsor offers hope to companies that are disconnected from their customers. They must turn the way they do business on its head - employing a "bottom-up" instead of "top-down" approach. Rather than dictating to others from on high, companies should seek closer relationships with their customers and their communities. This book walks business owners through seven important steps to bottom-up business success. It explains the internal strategies organizations should use to get employees thinking in bottom-up terms. And it makes an excellent case for the efficacy of each company developing its own narrative or "story." While generally applicable, the book suffers from occasional repetition. The bottom line on this bottom-up primer: Although you may not "flip" over it, getAbstract believes this book's easy-to-follow steps could help you develop a closer, more effective dialogue with your customers, which could lead to lead to new and sustained sales.