If you know me you might have heard me trying to explain (and making hard work of it) changes in the way people interact with brands. I think Johnnie Moore and James Cherkoff's thoughts on co-creation are very interesting indeed and maybe a little more structured than I am. Definatley worth a read if you are looking for clues on where this industry is heading. I like the way they have tried to create some simple rules in an area that seems, on the surface at least, very chaotic. They give at least one good example with every rule, which I find very useful.
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