Kudos, Starbucks. I spend a lot of time talking to companies about how they are no longer in control of their brand positioning, and the fact that they can influence (but not control) messaging online. Brands that let consumers participate in their creation are more relevant because their consumers have a vested interest in their success. Starbucks is building on this idea by actively asking for and encouraging consumers to participate in developing the future of their company. When we talk about digital providing a return to a more intimate consumer interaction, this is exactly the type of opportunity that brands can and should embrace.
Are there likely to be challenges? Sure. Companies typically discourage the submission of ideas through their website due to concerns about compensation. (Have a look at Hershey’s answer to “Can I share an idea with your company?”) Today’s open communications landscape requires companies to rethink practices of the past, and requires consumers to also consider being more collaborative than they’ve had to as well. Open ideas, open access, and transparency about the risks and rewards is leveling the playing field and letting us co-create in new and exciting ways never before possible.
March 22nd, 2008 at 9:25 pm
This reminds me “idea storm” from Dell. I guess it´s all about of understanding the UGC create and share dinamics
March 26th, 2008 at 1:24 pm
[...] The first reviews I read showered Starbucks with praise. Finally, companies are beginning to understand that they don’t define the brand–the customers do. Giving the consumers a seat at the table will make them feel like part of the family. By allowing customers help shape the future of the company, they will have a stronger tie to the brand. Etc. [...]
March 26th, 2008 at 1:25 pm
It would make me scared that as a consumer, my idea would be the one to that would make millions, and me not seeing any of those pleasurable funds. In this world, idea’s are no longer free.
March 27th, 2008 at 11:50 am
Just to point out a tool developed by a French startup that does basically what is described in your post, Erin : http://feedback20.com/
It’s currently in use by the French national railway company, SNCF, here : http://debats.sncf.com/
it’s sold as a “software as a service” i.e. setup costs + monthly fees.
From what I heard, it’s in the 15/25 k€ range per month !