Chapter 27: Turning lead into gold: from weighty consumer feedback to co-creation
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Building on personal experience, this chapter discusses brand co-creation in relation to three brands that operate in different business contexts: Habbo Hotel, Pixable and jovoto. The chapter presents methods and processes adopted for creating opportunities for co-creation in the case of each brand; challenges that have been encountered during each process; and outcomes of co-creation. The author concludes by sharing general learnings he has generated through his involvement in different co-creation projects.

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