Co-creating with consumers

Sometimes reading blogs is like listening to two very smart people talk.  More from Dick Edelman

I had an opportunity to visit on the phone with Chris Charron of Forrester Research. We were discussing the opportunity for public relations in a world of blogs, fragmentation of the media business and lack of trust in institutions.  He put forward the concept of Social Computing, in which consumers take signals from their peers. Trust is established by dialogue, intelligent up-selling and respect for consumers' personal information. He posits that in a world where consumers can switch easily among brands, the key source of competitive advantage is ease of experience, not simply features or price points. He suggests further that every consumer touch point, from relevant customer service to relevant and intelligent marketing is critical to successful positioning. 

I asked him specifically about my notion of consumers co-creating brands with their corporate owners, with input to product development and shared responsibility for success. He thought this was absolutely right. Companies need to get over their fear of lack of control, to tap into the consumer passion and thereby drive the marketing process. The early advisory to the connectors, the brand loyalists who can drive the brand forward, will allow them to spread the word in a credible fashion. This is especially useful in a crisis scenario, where traditional third parties such as academics and doctors, can be supplemented by average people who use the product. Note the power of the testimony of VIOXX users at last week's FDA hearings on the safety of arthritis medications (I want my VIOXX back, was the common refrain).