The idea to use “open processes” for different developments seems to pursue us in recent years. Besides open source soft- and hardware as well as open innovation and open science another process seems to be applicable for this basic idea of participation: product branding.
But opening the firm’s branding process (or at least a part of it) necessitates courage – or call it gameness. For example General Motors surprised by leaving a negative ad, which emerged from a video clip contest for one of their cars, on their website. Why? It showed respect for consumer empowerment (Scott Donaton, publisher of AdvertisingAge magazine).
The following article highlights some more interessting aspects of this new way of customer communication: Experts: Let customers help brand your product

Posted by maz on Tuesday, March 13th, 2007 at 19:23.