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Create Architectures of Participation Traditional brand practice has often operated from an architecture of command and control, with brands deployed top-down to a passive customer base. This approach has two critical downsides: 1) it perpetuates a form of self-centered thinking that can blind a brand to market opportunities, and 2) it can stifle brand innovation by failing to capitalize on customer insights and intelligence, leaving the brand vulnerable to competitor advances. We favor architectures of participation in which brands are structured as a common context and workspace for a company and its customers. This is an inclusive approach, based on a company/customer partnership to solve mutual problems. Instead of being top-down dictates, brands flourish as bottom-up, interactive applications within shared innovation platforms.
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