How brand communities influence innovation and culture
Martin Kornberger
The shift in power between consumer and producer brought by the new technologies has implications for organisations and the control they have over their brands. Martin Kornberger uses the example of LEGO to explore how brand communities share innovation and organisation culture
When timemagazine announced its Person of the Year in 2006, it was YOU – because that was when you started to generate content, watched each other's movies on YouTube, viewed each other's photos on Flickr, programmed your own personality in Second Life, became an instant...