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.
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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.
Product Details
Paperback: 260 pages
Publisher: Agate B2; First Trade Paper Edition edition (April 6, 2010)
John Winsor is a leading strategic marketing and product innovation thinker especially known for his work in collaboration, co-creation and crowdsourcing. He is also a respected author of Baked In: The Power of Aligning Marketing and Product Innovation, Spark: Be more Innovative through Co-Creation and Beyond the Brand: Why Engaging the Right Customers is Essential to Winning in Business. His next book, Flipped: How Bottom-Up Co-creation is Replacing Top-Down Innovation, will be released in April 15, 2010 (Agate). Recently, Baked-In was named as an award winner in the Marketing category for the 800-CEO-Read 2009 Business Book Awards.
Currently, he is the CEO of Victors & Spoils, the world's first creative (ad) agency built on crowdsourcing principles. V&S provides businesses with a better way to solve their marketing, advertising and product-design problems by engaging the world's most talented creatives. Victors & Spoils launched two months ago, and has been one of the most talked about agency launches of the last decade. Several international media outlets have covered the launch, including Stuart Elliot wrote in the New York Times, http://www.nytimes.com/2009/10/29/business/media/29adco.html?_r=1
Before V&S, Winsor was the VP/Executive Director of Strategy and Innovation at Crispin, Porter + Bogusky helping the company become the most awarded advertising agency in the world for the last two years. In 2007, Winsor sold his company, Radar Communications, to CP+B. He founded Radar in 1998 with Nike as its first client. Using strategy and academic-based market intelligence tools, Winsor helped some of the country's most progressive companies learn from key voices in their communities through methods he gleaned from his years as a journalist.
Prior to founding Radar, Winsor built a magazine publishing company devoted to sports such as mountain biking, in-line skating, and extreme skiing. In 1990, he acquired the rights to publish a then-struggling magazine, Women's Sports & Fitness. Within three years he turned the magazine around and launched several other highly profitable titles and events including The Gravity Games, selling the business to Conde Nast in 1998.
He also writes a well-known blog, John Winsor, www.johnwinsor.com, and is a regular speaker at marketing and business conferences.
Marketing expert John Winsor offers hope to companies that are disconnected from their customers. They must turn the way they do business on its head - employing a "bottom-up" instead of "top-down" approach. Rather than dictating to others from on high, companies should seek closer relationships with their customers and their communities. This book walks business owners through seven important steps to bottom-up business success. It explains the internal strategies organizations should use to get employees thinking in bottom-up terms. And it makes an excellent case for the efficacy of each company developing its own narrative or "story." While generally applicable, the book suffers from occasional repetition. The bottom line on this bottom-up primer: Although you may not "flip" over it, getAbstract believes this book's easy-to-follow steps could help you develop a closer, more effective dialogue with your customers, which could lead to lead to new and sustained sales.
Run, don't walk to get this book, if you are interested in marketing. Quote from the book: "We are in the twilight of a society based on data".
Author turns the marketing field on its head, as he rejects the current data driven, focus group research, so common in the marketing field. Storytelling is given its proper place as an ancient tool of mankind. How current scientific research verifies the power of story-telling to the human brain. The use of intuition in creating community via social media. Not the usual drivel on social media, but original, fresh material.
THIS IS THE NEW WAY OF LOOKING AT MARKETING --- GET THIS BOOK. (or don't because I don't want the competition from you!)
