CHAPTER 10Meet Your Cocreators

One of the many ways that technology has impacted the brand-to-customer relationship is our ability to collaborate, cocreate, and support. The opportunities for getting customers actively involved in brand building and product development exercises are greater than ever, and, as you might have guessed, there are software solutions to help.

For most people, trusting customers as well as associates with the brand becomes the issue. For some people, ceding ownership is not even open for discussion. While the responsibility to protect and steward a brand certainly has not changed, ...

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