Co-creation allows brands to build better relationships
Co-creation allows brands to build better relationships with their customers but in order to be most effective marketers and designers need to work together.
It was refreshing to read Andrew Barraclough, VP of Design at GSK’s article titled ‘Marketers need to reframe their view of design’ - Marketing Week. He focuses on co-creation between designers and marketers and argues that we run the risk of thinking in terms of channels or, worse still, departments – the digital team, the shopper team, the ecommerce team – but people don’t think like that. Better to start from the perspective of how consumers ‘think, feel, do and sense’ your brand – and then by adopting human-centred design and co-creation, you can deliver and even delight your consumers and hopefully deposition your competition at the same time.
Istoria Group was founded on the principle of Collective Creativity. Collaborative working is one of our core values. It is at the heart of what we do - collaborating with our clients, between sister agencies, and departments, we always put the end user’s needs at the heart of our strategy and creative execution and work backwards. That allows us to address the challenge of bringing brand purpose and experience to life – something Barraclough refers to as ‘the Holy Grail’ - linking purpose to brand to experience to customer.’
Image: Tapping into co-creation and immersive experiences, niche international perfume brand Byredo’s new fragrance launch is unnamed – encouraging consumers to explore their own memories and senses to create their own title.
Image: Knyttan x Christopher Raeburn: Co-Creating Fashion