Labbrand presented at FUSE 2019 on the topic of Leveraging the Power of the Collective to Fuel Brand Innovation. FUSE is an event for design & brand strategists, celebrates disruptors and game changers within iconic and startup companies, held on 8th – 10th April in Chicago.
Archana Mohan, Research Director of Labbrand New York shared her thoughts on leveraging the collective – constituted by consumers, internal ambassadors and trend disseminators – to drive product, design & service innovation. A successful collaboration with the collective is built on 5 key pillars – script into the DNA of the brand, trust & empower the collective, close the engagement loop, keep the interactions authentic and most importantly, make the process fun.
Archana addressed the concern that often looking to the wider community to power a brand’s innovation is seen as a weakness. She argued that in reality it is a strength, as the collaboration allows the brands to build innovation at scale but also activate an increased sense of ownership and loyalty amongst consumers.
Collective is not a mob but a think tank.
Labbrand is the leading China-originated global brand consultancy with regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We drive forward the positive power of branding. Leading brands on impactful journeys, we create meaningful brand experiences by bringing together excellence in research, strategy, design and verbal identity.
FUSE is an annual event for design & brand strategists, which celebrates disruptors & game changers within iconic and startup companies. The event is attended by over 300 senior brand, design, and business leaders, who are changing the face of design and the way consumers experience and interact with the brand. FUSE is a platform that both showcases and celebrates the diversity of the brand and design community. FUSE 2019 is held in Chicago from April 8th – 10th. FUSE is held in major cities in the United States from Miami, Chicago and Boston.