technology-enabled collaboration for brand building
DESCRIPTION
By Guy White, Catalyx. Presented at Crowdsourcing Week Europe 2014. Join us at the next event: http://crowdsourcingweek.com/TRANSCRIPT
© Catalyx. The material in this document is owned by Catalyx
Technology Enabled
Collaboration for Better Brand
Building
Guy White,Managing Director,
Catalyx
We unlock value from the collective intelligence of crowds, communities and conversations…
To uncover insight.
To co-create marketing, product & policy innovation.
To build participant and consumer engagement.
Our view of brand building (this hasn’t changed)…
A traditional brand building approach
Learn (research agency)
Create (creative agency)
Test (research agency)
Go
Try again
A traditional brand building approach
COMPANY CONSUMER
PRODUCT
PURCHASE
When things go (really) wrong…
Marketing Crowdsourcing is not new
2014 Pillsbury Bake off Competition
1949 Pillsbury Bake Off Competition Grand Prize Winners
1949 2013
The disruptor was the technology…
Platform + People + Incentive
Doing the offline bigger, better and faster online
Doing the offline bigger, better and faster online
Learn (research agency)
Create (creative agency)
Test (research agency)
Go
Try again
$$$
It’s not yet perfect…
Echo Chamber remains
Massive Waste remains
Brand expertise lost
A second disruption is going on…
True technology enabled collaboration - The Consumer Co-Creation Community
Learn: Create, Test and evolve:
Ideas: Engage and launch:
From insight to launch in 5 months, 20% brand awareness before launch and so much buzz launch brought forward to meet demand
In conjunction with
100 ideas, 10 validated concepts, a 12 month digital content calendar, a co-created digital strategy…. In less than a month
In conjunction with
Disrupting the Brand building mindset
WITH not FOR the end user
Interpret the experts, don’t be the expert
No more silos: Research and creativity happen at the same time
But, keeping the important things…
Collaboration not competitionExpert skills remain with
experts
A glimpse into the future ? – the crowdsourced Brand – from idea, to design to testing to funding…
…. To marketing and communication
Technology Enabled Collaboration building better brands 100% by customers, for customers
[email protected] 22 345 0994
Please contact us for any more information
© Catalyx. The material in this document is owned by Catalyx