Co-creation rules: the new realities of marketing in a networked world

This paper argues that in the modern social order, it is better to be talked about by others than to try to out-shout the crowd: namely, that engagement is preferable to control.

Co-creation rules: the new realities of marketing in a networked world

James Cherkoff and Johnnie Moore Collaborate Marketing

We no longer live in a world where people instinctively trust authority. As much social research shows, we'd rather trust our own instincts and the information we learn from our friends. For organisations and brands, this ain't Kansas anymore. In our social world, it's better to be talked about by others than to try to out-shout the crowd.

If we have to choose between engagement and control, we prefer engagement. We think that organisations in the future will do well to...

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