Brand Together Quotes

“If markets change then so must brands.”
― Nicholas Ind, Brand Together: How Co-Creation Generates Innovation and Re-energizes Brands

“The more the customer is involved in the process of service production and delivery, the greater the perceived value and satisfaction. . . Consumers (as individuals and as a group of interacting subjects) become partial employees and employees become partial consumers.”
― Nicholas Ind, Brand Together: How Co-Creation Generates Innovation and Re-energizes Brands

“Co-creation suggests the interaction of individuals within a framework to evolve, re-define or invent something that is new.”
― Nicholas Ind, Brand Together: How Co-Creation Generates Innovation and Re-energizes Brands

“Apple is well connected to its fan and professional user base and it does use research to generate insights into customer behaviour. Interestingly though, this seems not to be about asking people to suggest what they want, but rather to explore people’s whole lives (not just what they do as consumers at the point of purchase) and from there to make the imaginative leap to innovation.”
― Nicholas Ind, Brand Together: How Co-Creation Generates Innovation and Re-energizes Brands

“A fundamental element of human nature is the need for creative work, for creative enquiry, for free creation.’1 Noam Chomsky”
― Nicholas Ind, Brand Together: How Co-Creation Generates Innovation and Re-energizes Brands

“They evolve because of the experiences and resulting expectations of people as they buy, use, adapt, discuss and interact with the brand and the absorption of those experiences by employees who in turn can use that knowledge to re-structure and re-present the brand.”
― Nicholas Ind, Brand Together: How Co-Creation Generates Innovation and Re-energizes Brands

“Even though the ideology is normally structured to give guidance, we should at the same time recognize that brands are fluid entities that are shaped by the interaction between organizational members and external stakeholders.”
― Nicholas Ind, Brand Together: How Co-Creation Generates Innovation and Re-energizes Brands

“Allowing customers a creative role can then build both confidence and energy. It can help initiate the right innovation efforts and keep them on the right track.”
― Nicholas Ind, Brand Together: How Co-Creation Generates Innovation and Re-energizes Brands

“Today’s innovators need to figure out how to build working relationships with customers who feel that they too have a stake in the business.”
― Nicholas Ind, Brand Together: How Co-Creation Generates Innovation and Re-energizes Brands

“If the ideology is built on the identity of the organization and the core tenets of the culture, it is an encapsulation of what makes a company unique.”
― Nicholas Ind, Brand Together: How Co-Creation Generates Innovation and Re-energizes Brands

“It is the individuals inside the organization who listen to, connect with and deliver service to stakeholders and it is individual stakeholders who use and take part in a dialogue about the brand.”
― Nicholas Ind, Brand Together: How Co-Creation Generates Innovation and Re-energizes Brands

“services-dominant logic that argues the brand is co-created with consumers and the concept of the experience economy have shifted branding away from communications to personal interaction; from making promises to keeping them; from something run by the marketing department to an organization-wide operating principle.”
― Nicholas Ind, Brand Together: How Co-Creation Generates Innovation and Re-energizes Brands

“Co-creation meets a fundamental need, because ‘we cannot bear to live our lives without some sort of content that we can see as constituting a meaning’.”
― Nicholas Ind, Brand Together: How Co-Creation Generates Innovation and Re-energizes Brands

“Generation C (people born after 1990) as connected, communicating, content-centric, computerized, community-oriented and always clicking.”
― Nicholas Ind, Brand Together: How Co-Creation Generates Innovation and Re-energizes Brands