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Co-Creation Forum presents: How Brands can Derive Insight from Co-Creation

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Our challenge today: If Co-creation is such a hot topic…why aren’t all businesses embracing it? Co-creation Forum Presented by Jennifer Kitchen, Managing Director, USA Promise Corporation November 18, 2011
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Our challenge today: If Co-creation is such a hot topic…why aren’t all businesses embracing it?

Co-creation Forum

Presented by Jennifer Kitchen, Managing Director, USA

Promise Corporation

November 18, 2011

“The act of involving consumers directly,

and in some cases repeatedly, in the product creation or innovation process. Companies

engage with consumers on initial

product concepts and ideas, and they use

consumers as a resource throughout

the product development life cycle.”

Doug Williams, Forrester Research

Journey of businesses over the past few centuries…

“Successful organizations co-create products & services with

customers”

“If I had asked people what they wanted they

would have said a faster horse”

“Advertising people who ignore research are as

dangerous as generals who ignore decodes of enemy

signals”

Co-creation as a catalyst of outside-in thinking…not inside-out thinking

“I’d rather have…(the) conversation in my living room

than someone else’s”

(Michael Dell CEO, 2008)

If Co-creation is such a hot topic…why aren’t all

businesses embracing it..?

The believers are really

passionate about co-creation.

The Experience

The Necessity

The Opportunity

The Experience

“In the 10 years I’ve been involved in

airline industry research, I have heard things today that I have never heard before. It’s been fantastic!” Premium product manager Global Airline

“Great insights and direction on brand

strategy. It was fantastic that we really started working with our customers on strategic brand issues”

Marketing Director, Healthcare

“To have created such a unique brand and product, shared by twelve totally separate

companies, is a huge achievement in itself, and something to which the Promise team has made a significant contribution” CEO, Global Hotel

The Necessity

”The world is too fast, too complex and too networked

for any company to have all the answers inside”

Yochai Benkler, author of The Wealth Of Networks

“Co-creation is a revolution that is happening. The train has already left the station. We

are moving into a time, where companies are going to have to become a network orchestrator. Companies are shifting from doing everything themselves, to becoming coordinators of a network.”

Jean-Yves Minet, Executive Director, Global Market Development Estée Lauder Companies

The Opportunity

The believers, yet

baffled have a few

questions remaining…

A few questions worth talking about…

How do I get my organization to change?

What is my role in all of this?

Are consumers really able to be creative?

1.

2.

3.

Question #1

Are consumers

really able to be

creative?

Where do the best ideas come from? (according to business leaders)

A business leaders point of view…

Creativity =

Many times I'll meet someone who I think is clueless, and then he or she comes up with

the best solution to a problem. Never judge a book by its cover!

Everyone is creative. Living is creating.

Everyone is creative in their own right because they are continually being creative in all the things they do from the way you do your hair you are creating your personal style to which colour curtains you have in your bedroom. From the meals you create to the stories you create for your children

creativity never stops.

Source: Promise - Brand Together Community 2010

Two key ingredients to harnessing creativity

The Space The Tools

• Safe

• Trusted

• Empowered

• Collaborative

• With Purpose

• Art from within

• Absence

• Projection

• Self-discovery

• Tantrum

Tantrum

Art from Within

Question #2

What is my role in

all of this?

Doesn’t it actually get me further

Sounding board Speed

More minds Efficiency

Supporting your cause Caring about your brand

Question #3

How do I get my

organization to

change?

Our prediction:

Organizations of the future will be truly co-creative

“Co-creative” ADJECTIVE Cultural focus “Co-create” VERB Process focus “Co-creation” NOUN Product focus

Co-creation in the short term: emphasis on the ‘what’

Focus: Outcomes and completion Discipline: NPD and innovation Success: A function of what’s produced & an ‘objective’ assessment of value.

“Co-creation” NOUN Product focus

Co-creation as NPD: the case of Danone

Challenge:

1) Increase

penetration &

frequency through

communications

2) Fill the NPD

pipeline with brand

innovations

Solution:

The Activia Advisory Board:

• 400 women

• 3 months

• 1,300 hours online

Outcome:

82% more effective

insights

9% uplift in base

sales

10 new product

propositions

Co-creation in the mid-term: facilitating change

Focus: Process Discipline: Internal change management Success: The impetus and action caused as a result of the process

“Co-create” VERB Process focus

“Co-creation” NOUN Product focus

Co-creation as change: the case of Kraft

Challenge:

Following major

acquisitions &

changes, create the

“new Kraft foods”

Solution:

Big Talk:

Big Talk Online:

Outcome:

Co-created mission,

vision & values in

under four months

This project is a landmark. Using

Co-creation was one of the single most

important decisions we made.

Perry Yeatman SVP Corporate Affairs

Kraft Foods

“Co-creative” ADJECTIVE Cultural focus

“Co-create” VERB Process focus

Co-creation in the long-term: a way of being

“Co-creation” NOUN Product focus

Focus: Organizational approach to customers Discipline: Strategic and transformative Success: A belief system and approach to the customer

“Co-creation instills change in the organization. And a large organization becoming co-creative is still 10 years away.

Changing large organizations is difficult – even if they are trying to. But, look at what happened with the digital world

and social media. It took time for it to become as huge as it is today, but co-creation will get there. Companies want to see results – they need to do “tests” (i.e. small projects) to see it

and to see if it works. This is why it will take such a long time.”

Jean-Yves Minet, Executive Director, Global Market Development, Estée Lauder Companies

If Co-creation is such a hot

topic…why aren’t all businesses embracing it..?

Thank you!

for more information please ask:

Jennifer Kitchen | MD North America [email protected]

Promise Corporation

99 Madison Ave New York, NY 10016

t: +1 616 401 5184 w: www.promisecorp.com


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