The days of pushing a brand message only through storytelling are over. Brands must embrace a two-way dialog, which means giving consumers the opportunity to co-create products, services and the experiences by which they are delivered and enjoyed.

Starbucks leveraged digital tools to start this type of dialogue with their loyal customers on Fans can share ideas for improvements, new flavors, product innovations, etc. Since launching Starbucks has launched hundreds of ideas ranging from new menu items to store experience improvements.

The massive potential for brands goes beyond just the research and innovation value of engaging fans and customers for insights. When fan inspired products are launched, companies can leverage the networks that inspired the product development to help push the product out and drive revenue.

Brands have a great opportunity to begin engaging with customers as partners to innovate faster, build advocacy and grow revenue.

Published by dkachiros

My purpose is simple – to identify the authentic potential in brands, discover their beautiful truth and inspire them to tap into their purpose or their raison d'être (reason for being). This is a brand’s beautiful truth. Establishing that truth opens the door for fresh approaches and ideas that are unmistakably true to brand, yet breakthrough for consumers – suited for building businesses. It’s all about shattering category conventions, finding permission for new territory and ultimately building relevance and more meaningful experiences at every moment along the journey. I pride myself on getting people to fall in love with the brand, be it for the very first time and or all over again. Feel free to reach out to me if I can help in any way. Dixie Kachiros 214-596-8468

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