10 questions for Jamie Wong, founder of Vayable MORE
What's Mine Is Yours: The Rise of Collaborative Consumption is a groundbreaking original book that includes dozens of stories of how entrepreneurs and businesses are innovating in the space of Collaborative Consumption.
"A remarkably hopeful and accessible book about a social revolution gaining momentum." Financial Times
Collaborative Consumption has the potential to fundamentally change the way we think about designing and planning our cities as we incorporate shared transport, flexible multi-use spaces, interactive retail and hyper-local services.
Robin Wauters, TechCrunch — January 6, 2012
"Colbert Asks Steve Case About The Sharing Economy..."
Martin Bryant, The Next Web — January 3, 2012
"5 Start-up Trends for 2012"
Max Levchin, GigaOm — December 27, 2011
"Think Big, Take Risks"
Insider Blog: 10 Ways to Start Building a Collaborative Brand
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10 Ways to Start Building a Collaborative Brand
Engaging with your members is key to building your brand community.
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We are now entering the next generation of turbo-charged collaborative brands being forged by the likes of Etsy, Zopa, Zipcar, Airbnb and thredUp. The rules, motivations and dynamics when managing these types of brands are very different from what it took to build a brand even a decade ago. It takes a community, not a campaign, to create a collaborative brand. Here are ten things to consider when building a collaborative brand.
1. Think of your users not as consumers. Embrace them as members - giving them all the traditional benefits of joining a “club”: status, identity and shared interests.
2. Interact honestly with your members versus shouting at them in one big monolithic voice.
3. Invest a lot of time greeting your first wave of core users and then, on an ongoing basis, introduce them to other members.
4. Empower the brand evangelists with simple, sticky tools and language that is easy to spread and share.
5. As your brand grows, recognize and reward evangelists for their role in your success.
6. Capitalize on the psychological social influence of “everyone’s doing it”, making your brand a popular movement worthy of joining.
7. Let go. You can’t pick and choose what gets spread or try to control the way advocates choose to advocate.
8. Criticism is helpful. In almost every critical blog post, tweet or angry complaint there’s something of value.
9. A chief marketing officer, CEO or founder is not a brand ruler but the best host and grand guardian entrusted by the community to “do the right thing”.
10. To build a collaborative, social brand, your culture must be collaborative and social, too.
“10 ways” are from Rachel’s “Brand We” article that appeared in AFR BOSS. Read the full article here.
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Our latest infographic explores the growth of car sharing around the world and why it’s here to stay. MORE
We have collected thousands of global examples of Collaborative Consumption. Check out our snapshot list .
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Are you looking to deliver cutting-edge ideas and launch new marketplaces based on the opportunities of Collaborative Consumption? Collaborative Lab is an innovation consultancy with the leading expertise in this space.
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