A new system of business values is emerging as a result of a new world order in marketing, a phenomenon that is redefining the processes of action of the different disciplines and is based on the initials Co.
This prefix implies union and collaboration, that we work together and that configures us in a new scenario of collaboration between consumers, users and brands.
We talk about Co-Creation where users or consumers participate in the process and guidance of innovations and all thanks to the technology that allows consumers to participate in this circle of innovation and not only from the scientific level implemented by R&D departments.
This Co-Creation can also be transferred to business strategies where there should be more and more interaction between the different tangential elements that make up an organization, from the point of view of services it is interesting as Collaborative Configuration and aligned between all marketing content providers, from the advertising agency, the PR agency, the branding agency or the market research agency, working side by side on business development projects. In the end we talk about Coordination of strategies where a brand develops in a linear fashion.
With the exponential growth of “social media” they are configured Communities of users where the monologue of the brands becomes a dialogue and where the consumer takes the real power of impact on the brand, the brand and the user speak as equals. These communities live from freedom of opinion, of expression
Users who create and Co-Elaborate content on the web, where each person is allowed to be the creator of his or her own content in an open and free space, with a new productive and information model that surpasses any unimaginable limit, from Wikipedia to Youtube, content is generated voluntarily and reaches millions of people. It is a new culture of knowledge that generates an infinite library of cultural content and a society that is better prepared than ever on an intellectual level.
The importance of the phenomenon of Cooperation, whether through Corporate Social Responsibility itself, which is gaining ground among companies, or through social networks themselves, when a call for help made on Twitter has more impact than through any other means of communication. The misfortunes in Japan and Lorca are a clear example.
The rooster strategy works and a collaborative entity is capable of generating more strength, more wealth, more impact and is a good laboratory for the world to advance faster and better.
A collaborative strategy that we hope will advance to other fields and where not only digital content or music is shared but is also capable of generating organizations whose degree of cooperation and sharing reaches other scarce elements such as energy or food.
Jordi Crespo
Managing Partner Hamilton
