1. Building brands together: the practiceof co-creationDr Nick Coates | @nickcoatesMarch 2013

2. The Consumer Collaboration AgencySpecialising in harnessing the power of consumers to drive business growthLook and feel ofsection isschizophrenic 3. Our difference co-creationCreating value for brands by bringing together consumers, staff andstakeholders to develop winning ideas, insights and strategies 4. Involving customersAlice in Wonderland 5. Involving customersAlService in Wonderland 6. Theres no usetrying, said Alice,one cant believeimpossible thingsDoing service co-creation | slide 6 7. I daresay you havent had much practice, said theQueen. "When I was your age, I always did it for half-an-hour a day. Why, sometimes Ive believed as manyas six impossible things before breakfast. 8. WonderlandA place where customer creativity is possible 9. WonderlandA place where customer creativity is possibleSELF-BELIEFGroup creativity:Invent your owngame in 3 minutes 10. WonderlandA place where customer creativity is possibleDISINHIBITIONTantrums: clearingthe past, breakingboundaries, andexploring taboos 11. WonderlandA place where customer creativity is possibleFANTASYArt from Within:Exploring hopesand dreams 12. Big Talk Collaboration communities 2 day microcosm for platforms for harnessingreinventing the status quocustomer creativity Live / dramatic / physical Mainly asynchronous Great for ideation Iterative, great for optimisationBreakthrough zone 24/7 access, globally Stakeholder engagement Social glue 13. Service co-creationA tale of burgers, luxury hotels andmobile phones 14. 3 simple lessonsFocus on the real painListen for possibilityYes and, not yes but 15. BurgersCo-creating the McDonalds family restaurant 16. The conventional logic: burger 2.0 17. The real issue: family nightmares! 18. The solution: family-oriented restaurants 19. Luxury hotelsCo-creating 5* check-in 20. Exploring customer journeys 21. The solution: check in your way 22. Mobile phonesCo-creating legendary service propositions 23. The problem: undifferentiated, poor service 24. Letting customers build the solution 25. The solution: clone your phone 26. Thank you!Dr Nick Coates | Consultancy Director Promise Communispacencoates@promisecorp.com 76-80 Whitfield StreetLondonW1T 4EZ020 7082 1747