Innovation, with a little help from my friends

In this article, Magnus Willis, founding partner of Sparkler, contends that we are currently in a third marketing age - the age of consumer collaboration - which has a particular relevance for brand innovation.

Innovation, with a little help from my friends

Magnus Willis

If you had attended any self-respecting brand or business conference during the past 20 years you would doubtless have heard at least one speaker talking animatedly about 'listening to customers'...

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