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Collaborative Consumption: Drivers, Systems, Implications

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Are you familiar yet with Rachel Botsman and her book What's Mine Is Yours: The Rise of Collaborative Consumption (HarperBusiness, September 2010)? Her talk at TEDxSydney last May is featured at the TED website on the subpage about “The Rise of Collaboration” (the 15-minute presentation and a transcript are both

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Do-It-Yourself Brand Creation

Strong brands are often seen as an important corporate asset. But what happens when user communities—connected by the Internet—start to create their own brands? That question was explored in an intriguing August 2008 working paper, “Costless Creation of Strong Brands by User Communities: Implications for Producer-Owned Brands.” The paper suggests that companies with traditional brands would be wise to pay attention to this emerging arena.

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