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.
