Communities Dominate Brands

Found this through an article in Emerce on "open source marketing". An interesting article which also mentions co-creation. The journalist however takes a more technical approach to the subject, and sees co-creation as a product of opensource software. Unfortunately, thereby they take it out of the very important cultural context. Why do people WANT to co-create should be the first step at looking at the subject and that is NOT a technical question at all. People are NOT motivated by technique. On this blog you may find some very well informed articles and comments on the movement of communities (co-creation and crossmedia .. related in my opinion)

Communities Dominate Brands