Heinz recipe contest
Heinz organizes a recipe contest (in dutch). People can vote for recipes, and the recipe with the highest number of votes will win a cooking workshop (mb, dutch). Brands experience their brand coming out, a process of change in which the boundary between consumer and provider fades. Terms like co-creation, user-generated content, user-generated products, open source marketing and even crowd sourcing: they are all part of this process. Consumers now invent recipes, next they will check, change and approve recipes, design new bottles, new sauces and even new forms of distribution. And the brand just grows stronger and stronger. The brand manager however is not in control any longer so most brands will need to change. That is exciting. These are amusing times!