Handyman site Werkspot asks customers, handymen, and home improvement stores to help them grow, by making them Werkspot Agents. Handymen can earn 25 euro by signing up another company or handyman, a store can place a special Werkspot display, and customers get the chance to earn a free subscription to a home improvement magazine. Besides, at the homepage a suggestion box is put in a prominent place. Brands involve consumers. The line between employees and consumers gets thinner. In the future, people together form the brand. This is an example of developments in that direction.

• in Dutch