In an effort to explore important branding topics more deeply than an average article will allow, Brandingmag is launching The Branding Roundtable. Each month we will interview three industry experts on a different subject, recap the comments in a brief post (as below), and publish the interview in its entirety as an eBook, available for download, from the Brandingmag library.
For our inaugural Branding Roundtable, Moderator Chuck Kent interviewed leaders from three global branding firms: Jorge Aguilar, Executive Director of Brand Strategy at Landor (San Fransisco) Scott Davis, Chief Growth Officer of Prophet (Chicago) and Dominik Prinz, Director, Strategy, at Interbrand (New York).
Read the entire interview to get their different perspectives on ten questions:
- How do you define brand co-creation today?
- Is co-creation tactical or strategic?
- Should brands initiate the process, and ask customers to iterate,
or is it more fluid? - How do you define the ideal set of co-creators?
- What do you see as the biggest benefits of brand co-creation?
- What do you consider to be brand co-creation’s biggest problems or risks?
- Is brand co-creation appropriate for any brand, or only some?
- Does brand co-creation equally benefit brands and consumers?
- Can you share a brief example of co-creation from your practice?
- Is co-creation optional or mandatory going forward, for your firm
and your clients?
Download The Branding Roundtable No.1 now… and be watching for next month’s Roundtable on the state of purpose-driven branding.