What It Means To Let Consumers Help With Brand Building

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Adidas Lets Consumers Help With Originals Brand Building

But as I said to the people at Adidas, "consumer-generated input is not the same as 'consumer creativity'." To gain true conumer creativity Adidas need provide customers 'creative stimuli packets' that enable consumers to leapfrog their current experience, perceptions and frame of reference. Otherwise, Adidas will remain #2 even though they are trying harder.