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Lego, BMW and other brands build loyalty with co-creation

When we work to generate and, even more importantly, accept ideas from our customers, we create bonds that last. 

Econsultancy: Lego to BMW: How brands have used co-creation to earn consumer trust, 2018-Jun-19 by Nikki Gilliland

...consumers are far more positive about a brand (and are more likely to promote it) if they can participate in the creation of its products.... co-creation can also allow brands to appear more caring and conscientious, and more likely to work towards social good....

Lego fans to post their own designs for new playsets, with the projects that receive over 10,000 votes then being considered for production. As well as the sheer joy that comes along with creating their own set, the winner also receives 1% of net sales, giving them a monetary incentive for participation too.... 

BMW is one automotive brand that has used co-creation to drive innovation. Its ‘Co-Creation Lab’ is a virtual community created way back in 2010 whereby consumers can offer their opinions on designs, submit their own ideas, and get involved in the creation process of vehicles.

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