Co-creation to deliver customer value

Marketing Playbook Posted recently about the Apple iPod, and the whole accessory eco-system that has developed around it. Which has led to fierce competition among the accessory developers. Its no longer iPod killer, its the iTrip killer.
It intrigues me, as all these additional devices iTrip, Airplay etc. are brand building for Apple, without Apple spending a cent. Not dissimilar to the creative content that exploded around NTT DoCoMo. Importantly this fierce compeition delivers value+ to the customer.
And this I think is important to think about as companies work on their siloed approaches to innovation, marketing etc. That by creating a product, a service, an innovation process, that people can co-create value, either economically or from a perspective of it being a valuable experience, that has got to be good.

It removes or can remove the adversarial context that so much modern marketing is steeped in.
Last year I was asked in a presentation "is that a loyalty programme, or acquisition?" And I said, it can be all those things – that to my mind is great marketing. And what Apple has done to my mind is great marketing. Because you don't even know it exists.

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Posted in: Convergence, Culture, Engagement Marketing, Marketing, Participation, Philosophy, Science, Social Networks, Strategy

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