"Brand activity is re-mixed, re-appropriated, re-shaped and in the course of this process, brand meanings, perceptions and messages are re-thought and re-made. The fact is: consumers now control brands. In the next decade, we will see a shift away from the traditional branding model of agencies and clients starting with the brand to starting with the consumer. In this context co-creation is playing an increasingly important role in brand and communications planning".
"Because when clients and designers work together as equals towards a shared goal, they can feel like they鈥檙e part of the design process. Facilitated collaboration can inform and inspire your design team, so you are empowere
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