© Catalyx. The material in this document is owned by Catalyx

Technology Enabled

Collaboration for Better Brand

Building

Guy White,Managing Director,

Catalyx

We unlock value from the collective intelligence of crowds, communities and conversations…

To uncover insight.

To co-create marketing, product & policy innovation.

To build participant and consumer engagement.

Our view of brand building (this hasn’t changed)…

A traditional brand building approach

Learn (research agency)

Create (creative agency)

Test (research agency)

Go

Try again

A traditional brand building approach

COMPANY CONSUMER

PRODUCT

PURCHASE

When things go (really) wrong…

Marketing Crowdsourcing is not new

2014 Pillsbury Bake off Competition

1949 Pillsbury Bake Off Competition Grand Prize Winners

1949 2013

The disruptor was the technology…

Platform + People + Incentive

Doing the offline bigger, better and faster online

Doing the offline bigger, better and faster online

Learn (research agency)

Create (creative agency)

Test (research agency)

Go

Try again

$$$

It’s not yet perfect…

Echo Chamber remains

Massive Waste remains

Brand expertise lost

A second disruption is going on…

True technology enabled collaboration - The Consumer Co-Creation Community

Learn: Create, Test and evolve:

Ideas: Engage and launch:

From insight to launch in 5 months, 20% brand awareness before launch and so much buzz launch brought forward to meet demand

In conjunction with

100 ideas, 10 validated concepts, a 12 month digital content calendar, a co-created digital strategy…. In less than a month

In conjunction with

Disrupting the Brand building mindset

WITH not FOR the end user

Interpret the experts, don’t be the expert

No more silos: Research and creativity happen at the same time

But, keeping the important things…

Collaboration not competitionExpert skills remain with

experts

A glimpse into the future ? – the crowdsourced Brand – from idea, to design to testing to funding…

…. To marketing and communication

Technology Enabled Collaboration building better brands 100% by customers, for customers

info@thecatalyx.com0041 22 345 0994

Please contact us for any more information

© Catalyx. The material in this document is owned by Catalyx