Flipped: How Bottom-Up Co-Creation is Replacing Top-Down Innovation - Softcover

Winsor, John

Softcover

ISBN 10: 1932841482 ISBN 13: 9781932841480

Publisher: Agate B2, 2010

Synopsis

Branding is done — in today's business and marketing world, it's all about bottom-up co-creation to ensure real marketing effectiveness and product success. Marketing expert John Winsor makes a powerful case that instead of focusing on traditional branding efforts, companies must learn to use "co-creation" tools to work from the bottom up to create new products, services, and marketing strategies in collaboration with their customers. Today, it's all about getting out in the streets and spending time with the right customers, in their worlds, to create the essential foundations for breakthrough innovation. He takes readers deep into this new kind of customer-company relationship, providing useful case studies as well as practical step-by-step methods to engage these key voices in dialogues that fuel real innovation. Readers will learn how to develop a true bottom-up co-creation strategy and hone the intuition and inspiration that drive innovation.

About this title

About the Author

John Winsor founded Sports and Fitness Publishing in 1986 and sold it to Conde Nast and Emap in 1998. He started Radar Communications in 1998, which in 2007 merged with Crispin, Porter, and Bogusky. He lives in Boulder.

Review

"Don't leave the job of understanding the customer to your research department. Follow John Winsor's advice, and you ll find fresh inspiration for your brand, and yourself."--Shirley Bunger, Director, Brand Innovation, Hewlett-Packard" "A timely wake-up call for a generation of marketers who pay lip service to building businesses around consumer interests. John's bottom-up" strategy isn t just a great read, it s necessary business practice. --David Hackworthy, Chief Strategic Officer, TBWA/Chiat/Day New York" "John Winsor delivers a gut punch to the swollen belly of brand theory. If you're looking for the same old brand bromides held together by a flimsy metaphor, there are plenty of them out there. This isn't one of them. Get ready to be challenged. You ve been warned."--Mark Parker, President of the NIKE brand" "Possibly the best aspect of the book is the author not only preaches co-creation, he follows it as well. This book was given to the masses, as an exercise in co-creation. John placed the manuscript of the book on a wiki and invited anyone who was interested (I was one of the many) to be an editor of the book. As someone involved in the process of this book, my interest was understandably peaked. I followed this book through its creation process much more closely than I have any other book in my life. The experience of being allowed to have a hands on experience with the book in its beginning stages gave me a sense of ownership that encouraged me to keep up with the book before it was even released. I have no doubts such an experience can be and should be brought to companies and brands."--Dennis Bernhard"The Ultimate Account Guy" (04/19/2010)

About this edition

• Publisher: Agate B2
• Publication date: 2010
• ISBN 10: 1932841482
• ISBN 13: 9781932841480
• Binding: Paperback
• Edition number: 1
• Number of pages: 260