Brands and consumers co-creation - A collaboration panel

Carla Mayumi & Fabio Paiva

Digital technology radically changes the way we build and communicate knowledge. The old pattern of centralized senders and massive receivers is no longer acceptable: “truth” is the consensus of many opinions, with human knowledge following wikipedia rules of collective construction.

Brands and consumers co-creation – A collaboration panel

Carla MayumiBox 1824, Brazil

Fabio PaivaPepsiCo, Brazil

INTRODUCTION

For those who were born after the 1980s, the Millennials, there are no boundaries between the online and the off-line world. Their beliefs and values are developed by available information on both sides of the digital screen. Digital technology radically changes the means of building and communicating knowledge. The pattern of centralized emissary and massive receptors is no longer acceptable. The “truth” is a result of the consensus of many opinions and humankind's knowledge follows the rules of...

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