who’s in control around here? the rise and rise of co-creation bob morrison co-founder elephants...
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WHO’S IN CONTROL AROUND HERE?
THE RISE AND RISE OF CO-CREATION
Bob MorrisonCo-Founder Elephants Can’t Jump
5th Dec 2012
Co is on the Up
Not new but on trend and increasing
Goes hand in hand with other social trends
Moving from separate to joined up worlds
Co-Exploration
Used early in the project
Explores category issues, semiotic codes, consumer frustrations, brand maps & segmentations
Gives rich insight and trend start points
Helps to define the opportunity areas for both Consumer and Competitive wins
Co-Creation
Used to build on idea or concept start points
Gives prioritisation and connections between Promises, Benefits, RTB’s and Claims
Allows us to build the stories the consumer wants to hear more about
Helps to find tune language, imagery and associations
Can test and improve internal or user generated idea
Allows us to pressure test key aspects of commercial viability or competitive edge
Co-Evaluation
Co Changes Relationships
We'll discuss &
We'll decide
We'll discuss& I'll decide
Call me if you
need me
I’m the boss
‘JDI’
Expectations, Control and Ownership