brandhack – a lesson for brands everywhere
This is one of the most exciting events I have seen. I received this invitation to attend the Pepsi Brandhack. Main problem is Iâ€™m in the UK, the brandhack is in the USâ€¦shame.
The UK would benefit from something like this – and I donâ€™t just mean because it will give a voice to some of the smaller agencies over here (who are bloody good at what the do but who perhaps donâ€™t get considered alongside the big-boys), but because I think we have some of the most switched-on, creative people in the world here – and it would be a great opportunity to give these places a voice.
Something similar exists in Headbox a community where brands can solicit feedback (and ideas) from a variety fo members who meet that brandâ€™s audience demographic (the 440ml can of Tango for example).
Made by Many, a fab digital/social media consultancy carried out a similar exercise for Amnesty International, getting the help of social media fan boys and girls to help shape their ideas.
As social technologies mature, we are clearly moving to a more collaborative way of working with customers.
Far removed from internal design and build, brands are clearly now looking to not only engage with their audiences but include them as part of the design process – thereby ensuring that what they deliver (and therefore the brand experience) remains consistent with the brand message and experience but also totally in line with what the customer expects of them.
Dell Ideastorm and My Starbucks Ideas are early-stage customer collaboration tools that still require the brand to deliver something at the end but this form of collaboration is still one way, not entirely two-way innovation – you send us an idea, we will do it.
The opportunities to embrace an entirely collaborative consumer experience are utterly immense. The potential for loyalty where the brand entwines itself with its customers for product development, marketing (should it ever be called that in this next phase!) and even HR (as BestBuy recently did last week!) put the customer truly at the heart of the business.
More to come on this one I thinkâ€¦
brandhack, the next web, social media, pepsi