Value Co-Creation as a Brand Strategy

Brands can co-create a new value with consumers by sharing their resources, personalizing their products, initiating a dialog with their customers and educating people in their communities.

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Value Co-Creation Marketing

Goods are indirect services
- - Any purchase can be turned into an experience or a customer journey
Value should be created together with consumers
Marketing should be relationship based
- - Brands and consumers establish relationships
Brands should initiate conversations and dialogs
Brands should teach new skills to consumers, community members
Knowledge and know-how are the biggest assets of brands and they should be shared with consumers

Traditional Marketing

Companies should sell goods
Companies should sell value-added products
Marketing should be transactional
Marketers should run promotional campaigns
Marketers should educate customers

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