The first (crowdsourced) timeline of crowdsourcing by brands

bubble-timeline-illustration

I’m happy to present the first visualization of the use of crowdsourcingby brands over time. This interactive timeline, called Crowdsourcing by World’s Best Global Brands, is built on Tiki-Toki, a tool to create timelines. Tiki-Toki turned out to be a good way to show how the use of crowdsourcing has exploded since the early 2000’s. The objective was indeed to have a rich and visual representation of how brands increasingly use of crowdsourcing to pursue marketing- and innovation-related business objectives. And the best part is: it will be crowdsourced. Continue reading →

Reinventing classical brands and famous products through crowdsourcing

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Iconic brands and designs… are being reinvented by creative crowds

Do you recognize the above brands and products? Probably you’ve recognized the Lacoste Crocodile and the Swiss Knives, maybe even the colors of n°4711 Eau de Cologne… iconic brands and/or products that with worldwide recognition. The book Mythologies described this type of symbols of the consumption era back in 1957, there has even been an updated version about current myths like the GPS, the iPod or Nespresso. This post is not about books, though, but about a couple of creative crowdsourcing initiatives that asked creatives to reinvent old classics, namely the Renault 4 and Fiat 500 (on Designboom), 4711 Eau de Cologne (on Ideanet), Lacoste and Tag Heuer (on eYeka), the Swiss Army Knife (on Jovoto) and Nokia’s Ringtone (on Audiodraft).  Take a tour. Continue reading →

Pourquoi le pâté Le Hénaff a fait du marketing participatif sur une plateforme… suédoise

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Image via mypitch.com

Le marketing participatif est en vogue, on pourrait même dire qu’il a atteint une certaine phase de maturité. Un expert a récemment dit à propos de Coca-Cola que la marque atteignait sa “maturité sociale” puisqu’ils veulent missionner une agence qui surveillerait la e-réputation de la marque au niveau global. L’opération que j’ai découverte récemment sur le site MyPitch.com m’a cependant laissé un peu perplexe: l’année dernière, une marque bretonne (Hénaff) a demandé à des créatifs inscrits sur une plateforme suédoise (MyPitch) de proposer une identité graphique pour une nouvelle marque de produits tartinables bio… WTF? Continue reading →

One brand, different platforms (Part 2) Heineken builds on deepness of engagement

The world is too fast, complex and networked for any company to have all the answers inside

Yochai Benkler, author of The Wealth Of Networks

Last week, we highlighted co-creative initiatives of Danone and their preference for global/local communities. As a second part of our series about the way online platforms are being used as intermediaries by brands, we’ll have a look at Heineken, and three different co-creation campaigns run with different actors of the field – and on different platforms, including facebook. Continue reading →

Will co-creative strategies lead to greater good?

reaching hands

Co-creation, which can be defined as the active, creative and social process of collaboration between producers and consumers,  is definitely a trend. What started with pioneering initiatives in IT (Orange and Cisco), sports (Nike+Apple) or commodities (Starbucks) is now seen as a major transformation of business. A recent report showed that ALL surveyed firms considered co-creation to be key in the future, whether it be for innovation, marketing or distribution purposes. A German consultant, Achim Feige, created a matrix called “Good Business Matrix”, which describes businesses along 4 axes. In 2 of these 4 axes (brand community and brand performance), co-creation is considered to be the most advanced level… the “Good Brand”-level. Now are co-creating companies better companies than the others? Continue reading →

How crowdsourcing delivers authentic insights and/or breakthrough innovation

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(click on image to access article)

Here’s a blog post I recently wrote about crowdsourcing. The inspiration came from an academic paper of French researchers Jean-Fabrice Lebraty and Katia Lobre who identify two relevant sources of value for crowdsourcing: innovation (new ideas, concepts and uses) and authenticity (brand perception, marketing message etc.). I thought this had to be shared, and therefore translated into English! Glad to find it on crowdsourcing.org, I hope it will encourage mature discussion about the concept of crowdsourcing in marketing.

EDIT (June 26th): The article won the CIGREF-AIM 2011 award, which rewards the best article published in the French academic journal Systèmes d’Information et Management.

Carrefour’s Global VP of Design about branding, design and innovation

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The slide says : "It's not the consumer who does change with the time, but He changes the time"

Yesterday, the Design & Innovation club of the ESSCA-Alumni invited Philippe Picaud, VP of Design of the world’s second-largest retailer Carrefour, to speak about his experience and the role of design in corporate strategy. The speaker is learned designer, and highlights that “in the 70’s, designers were not meant to stay within corporation“. He did. He took on more and more design responsabilities in companies such as Texas Instruments, Philips or the French sports retailer Decathlon, which he morphed “from a retail-company to a brands-company“. It’s his fault if Decathlon is the only credible and innovative sports vendors in France! 😉 Continue reading →