Brand Together.

Author:Silverstein, Barry
Position:Book review

Nicholas Ind (author), Clare Fuller (author), Charles Trevail (author); BRAND TOGETHER; Kogan Page (Nonfiction: Business & Economics) 29.95 ISBN: 9780749463250

Byline: Barry Silverstein

Each year, countless books address brands, brand strategy, and brand marketing, so it is exceedingly difficult to come up with a perspective on branding that is truly unique. Brand Together accomplishes that feat, largely because it pinpoints a relatively new phenomenon in "co-creation."

It is more than a curious fact that three authors worked together on the book, as collaboration is central to the theme. The authors write that Brand Together "has itself been co-created by community members and experts." In the opening pages, the authors acknowledge a long list of both participating professionals and members of the "Brand Together Community."

The premise of the book is that the brand "creates a focus and framework for innovation," and that, often, innovations are developed by groups of people. In a well-organized and scrupulously researched work, Ind, Fuller and Trevail guide the reader first through the cultural changes that have led to co-creation and then its fundamental principles. The authors point out that "Generation C" (the connected generation) is helping to drive co-creation not just because it is "brand aware and willing to participate, but it is also networked."

The second part of the book takes the reader on a journey through co-creation implementation. While it may come as no surprise that brands have encouraged collaborative thinking on their behalf, this book demonstrates how truly innovative brands co-create innovations with their...

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