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Branding and product design used to be so simple. We told consumers what to think and our product designers told them what they could and couldn't do. No longer. Like it or not, Social Consumers see themselves as full participants in the product process and co-owners of the brands they choose. How can we create effective experiences for customers who want to lead the dance?
Nothing is as it was before. The world is different. The media are different. The customers are different. Manufacturing, distribution and customer care are in the throes of cultural revolution. Technology changes so fast, even technologists can't keep up. How can you build a brand in the midst of the maelstrom?
by Pete Caban
A case study from the edge. How a forward-looking organization gave new life to a brand in new, social ways.
17th–18th October 2011