Co-creation in practice: How to innovate with the help of consumers

This report looks at how brands are employing co-creation and collaboration with consumers to deliver successful products.

Co-creation in practice: How to innovate with the help of consumers

Matthew Carlton

Co-creation was one of the themes of Eff Fest, a conference held by the IPA in London. Examples of successful collaboration between brands and consumers were analysed by Barry Clarke, the chairman of Wiki-Solutions, a company dedicated to co-creation and teamwork.

First to be highlighted was Threadlessand the online t-shirt company's founder, Jake Nicholl. "Myth and fact are already blurring the Threadless story" said Clarke, "but in essence it's all about generating value from the creativity of others". The public are the designers –...

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