Abstract:
Digital technology radically changes the way we build and communicate knowledge. The old pattern of centralized senders and massive receivers is no longer acceptable: 'truth' is the consensus of many opinions, with human knowledge following wikipedia rules of collective construction. Since brands are built out of perceptions, their planners have to genuinely engage the way Millennials (those born after the 1980s) think and feel. The Collaboration Panel is an effort to educate corporations on how to interact with this new world, where brands have become the collective result of interactions between consumers, and corporations can no longer be dictators.
This could also be of interest:
Research Papers
The BMW Group co-creation lab
Catalogue: Innovate 2010: Innovation Detonation
Authors: Philipp Wiegandt, Gregor Jawecki, Volker Bilgram
Companies: HYVE, BMW Group
November 16, 2010
Research Papers
The co-creation revolution
Catalogue: Innovate 2008
Authors: Ana C.M. Medeiros, Andrew Needham
Companies: Unilever, Face
June 16, 2008
Research Papers
Synergistic co-creation
Catalogue: Asia Pacific 2010: Eyes on Asia
Authors: Prakash Dadlani, Deepa Soman
 
April 20, 2010
