1. WINTER Template Co-Creating the Brand So , get the best out of them ! Customers talk Customers Companies Employees Stakeholder

2. Presentation Navigator 01 Introduction & Evolution Model & Process CCC Case Study Findings

3. 02 What is common ? Introduction & Evolution

5. 04 Example Introduction & Evolution

6. 05 The Evolution Service-dominant logic CO-CREATOR OF VALUE Goods-dominant logic Producer Creator of Value Customer User of Value (and Destroyer) Introduction & Evolution

7. 06 Co-creation & Brands Emerging brand logic is reflected in S-D logic Introduction & Evolution

8. 07 Relationship & Community Customer as “always being a co-creator of value” Introduction & Evolution

11. 10 Brand Co-creation through relationship experience design CCC & Findings Co-creation opportunities Build brand relationship experience MODEL ILLUSTRATED

12. 11 CCC – Case Study New Member Data on member Feedback about club ACQUISITION STABILIZATION ENHANCEMENT Finding Co-creative opportunities & Comparative Method Membership is valuable Car sharing concept good New member registration Learning the service Mutual responsibility Pay membership Use service regularly Revenue from client Use of club services Service usage profile For client Use service regularly Booking a car online Recommend to friends Steady revenue – loyal client Enhance member usage profile Development: Engage client CCC & Findings

13. 12 ID sequential encounters per phase How experiences are best for co- creation Optimal use of channels ID co-creation opportunities Highlight point of service failure ID processes for service recovery Improve encounter experience Reengineering Processes Use of online and mobile channels SMS information service CCC - Implementation CCC & Findings

14. 06 Conceptual Model to design and plan the customer experience involved in co-creating brands Co-creation of value in the context of service dominant logic Co-creation for managing brand relationship experiences! Model helped clients ID opportunities for co-creation Final thoughts on Brand Co-creation CCC & Findings

16. Thank You! CUSTOMER IS DESIGNER IS CUSTOMER