29 july, 2015

Building Brands Together: Creation, Participation, Socialization and Self-realization as the New Needs of Stakeholders

The phenomenon of co-creation is becoming more and more widespread in the world of large c ...

1 april, 2015

Corporate branding as a strategic platform to generate trust and establish co-creation processes: Repsol and Cosentino

In a very short period, brands have evolved beyond being product and customer centred to d ...

8 january, 2014

Co-creation builds stronger bonds between brands and stakeholders by talking and collaborating with them

Nowadays, brands are managed and defined by people much more than by organizations themsel ...

8 january, 2012

Linking a brand’s DNA to a company’s strategy: the vital role played by identity and culture

A corporate brand is used not only to ensure the application of business strategy but also ...