Doing the creative thing as a team: why and how?

This article discusses how to manage creativity for building brands. Brands are patterns of behaviour, co-created by all those who experience them.

Doing the creative thing as a team: why and how?

Jude Browne and Tim Hollins

As today's consumers cease to become the passive recipients of brand messages, it is increasingly crucial that brand custodians can ignite and exploit the explosion of ideas that develops from brand 'co-creation'.

Brands are simply the sum of the experiences people have with them. To make these experiences consistently count as good ones, brand-orientated companies need to engage more of their own organisation in the creative process, beyond the creative and marketing people. In a world where numerous studies show increasing brand commoditisation,...

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