Acknowledgements

Introduction

PART ONE Thinking it

01 Creating the future together

Co-creation is participative

Co-creation is about openness

Co-creation is empowering

Co-creation involves the organization

Conclusion

02 A brand of innovation

The brand as innovation framework

Co-creation changes the brand

Conclusion

03 Co-creation and the organization

The rejectors

The experimenters

The enthusiasts

Conclusion

PART TWO Doing it

04 Working together

A focus on people

Taking time to build trust

Learning together

Build consensus for change

Conclusion

05 The set up

Getting to the right Final Big Question

Generating organizational traction

Designing a co-creation programme

Conclusion

06 Connected individuals

Understanding motivations

Creative thinking

A social environment

An opportunity to participate

Conclusion

07 The co-creation toolkit

Discovery

Ideation

Development and filtration

Conclusion

08 Branding together with other stakeholders

Creating together with partners

Creating together with employees

Creating together with citizens

Conclusion

09 The results

Measuring the benefits of co-creation

The value of customer closeness

Creating brand value

Conclusion

10 Five key questions

What’s co-creation for?

Who is involved?

How to manage?

How to reward?

What are the limitations of co-creation?

And fi nally

Bibliography

Index