Crowd control: The rise of crowdsourcing (Landor Perspectives 2011)
Nick Foley & Ben ChandlerLandor
Companies have been experimenting with consumer involvement with varied success for years. The recent actions of iconic Australian brands, such as Smith's and Vegemite, however, suggest that category leaders are starting to take consumer input seriously.
More than ever, consumers are empowered to have more influence on the future identity of their favourite brands.
Crowdsourcing is a phenomenon gathering popularity with packaged goods marketers keen to adopt unique behaviour in mature categories. Put simply, crowdsourcing is engaging the consumer at the point of...