A Co-creative Tipping Point?

A.G. Lafley highlighted the rapidly changing marketing landscape at the Association of National Advertiser's annual conference by saying:

“Consumers are beginning in a very real sense to own our brands and participate in their creation,” he said. “We need to learn to begin to let go” and embrace trends like commercials created by consumers and online communities built around favorite products.

Russ Klein, president for global marketing, strategy and innovation at Burger King, added:

As consumers “wrest control away from brand-management control freaks,” he advised his peers, “get over it,” because “turning your brand over to the consumer is taking control — and in fact, if you do, they’ll return it to you in better shape.”

And, Cammie Dunaway, chief marketing officer at Yahoo, reminded everyone that:

“Content is no longer something you push out. Content is an invitation to engage with your brand.”

It looks like co-creation is on a roll!