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 mystarbucksidea.com. Fans can share ideas for improvements, new flavors, product innovations, etc. Since launching mystarbucksidea.com 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.