Co-creation means exactly what it says – creating something of value in cooperation with others. In business, the term co-creation is used about creating value in cooperation with stakeholders. This co-creation of value can have two types of results:
– A physical result, such as an organization co-creating a fashion-line with a celebrity
– A psychological result, such as employees and customers co-creating the atmosphere at Starbucks or another café
For both types of co-creation results, the quality of the result depends on meaningful dialogue and interaction between the company and the stakeholder.
Other good examples of co-creation with a physical result include Build-a-bear, where customers create their own toy, or Trip Advisor, where ratings from holiday-goers make up the bulk of the site.
Co-creating brands
Remembering the definition of a brand from the first post, the co-creation of brands always has a psychological result, even if the product was a result of co-creation (for example if you built your own toy with materials bought from the company). As a result of your experiences with a brand, you make associations and give meaning to the brand, that is, you co-create the meaning and value of the brand. The brand does not exist without people and human interaction, as it only exists in the minds of people.
To make it a little more accessible, here are some examples of instances where you could be psychologically co-creating the brand:
– A friend tells you about her great experience with a company, highlighting the great service, and making you associate the brand with great service.
– You used to eat a specific brand of candy as a child, when being rewarded or on special occasions. In your adulthood, you associate eating that brand of candy with rewards, special occasions and a special treat.
– You read a negative review about a bad quality product, from your favorite blogger. The review makes you think twice about buying that product, and you associate the brand with bad quality.
– You see a funny advertisement on TV for a brand that you aren’t familiar with. The ad makes you associate the brand with fun, lightheartedness and humor.
The examples above have been exaggerated, but think about the brands that you like and dislike and what meaning you give to these brands. Seeing a funny ad on television doesn’t necessarily make you associate the brand with fun, especially if you don’t like the brand in the first place.
Carina Claire Jeppesen is a web designer and a branding and communications specialist, who founded the company Web Couture Ltd in the UK. Her clients and work varies from redesigning personal websites, to conducting interviews and writing annual reports for multinational companies, to creating infographics for nonprofits. Visit [http://webcouture.com] for more information.
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