Co-Creation: Does it work?

Co-creation, which in marketing terms is the concept of encouraging consumers of a brand to contribute to the creation of new strategies for that brand, whether it be innovation, communication or whatever. Andy Rice shares his views on whether he feels it is a sensible way to ensure that brands achieve consumer relevance, or whether it is simply a way of hiring cheap labour. Expect examples from Dominos Pizza, Lego, Converse and Doritos.