When it comes to customer involvement as part of overall design and innovations strategy I think this book is a worth read:
The book explores the problems faced by branding, marketing and advertising facing multiple radical changes in this decade. Communities Dominate Brands discusses how disruptive effects of digitalisation and connectedness introduce threats and opportunities. The authors compellingly illustrate how modern consumers are forming communities and peer-groups to pool their power resulting in a dramatic revolution of how businesses interact with their customers. The book provides practical guidance of how to move from obsolete interruptive advertising to interactive engagement marketing and community based communications, with dozens of real business examples from around the world.
Thank’s Trevor.
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Hi Hans and Trevor
Yes, in the book we examine the various ways digitally connected and empowered communities are altering traditional business. Apart from discussing products and services, communities will want to engage with brands and companies they like - witness the extreme example of the i-Pod fanatic who created his own professional quality TV ad seen tens of thousands of times on the web.. Companies are looking for ways to tap into this power and perhaps the best examples are from Korea the Oh My News, with 26,000 citizen reporters creating over 90% of the newspaper’s content. Not bad, the daily is already Korea’s fourth biggest. And the other great example is Boeing, which recruited over 100,000 members to help design the new Dreamliner. These are not aerospace engineers, yet Boeing recruited them to help make the plane better.
We have plenty more obviously in the book. Visit our website at http://www.futuretext.com to see excerpts from the book. We also have the blogsite set up for the book at http://www.communities_dominate.blogs.com where we invite discussion. I will post a link to this blog naturally.
Thanks, it seems we are onto something with our book and am happy to see so many other people tapping into the same trends.
Dominate
Tomi Ahonen / HatRat :-)
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