From the CMO Summit at the 2006 Innovative Marketing Conference in New York, produced by Corante and Columbia Business School’s Center on Global Brand Leadership. Johnnie Moore of johnniemoore.com and John Winsor, Founder and CEO of Radar Communications, talk about the relationship between co-creation and open source marketing; what a brand is; beyond content and control: relationship development; figuring the mix of structure and spontaneity; where and how to apply co-creation; it’s not about monetization and ROI, it’s about passion;…

From the CMO Summit at the 2006 Innovative Marketing Conference in New York, produced by Corante and Columbia Business School’s Center on Global Brand Leadership. David Sutherland, PhD, Founder and Managing Director USA of Launch Institute, talks about models for innovation in creating successful new products and services; the role of marketing in the innovation process; the organizational characteristics for co-creation. Download the conversation here (MP3, 8Mb, 18:45), or sign up for the Interviews RSS feed to get it and…

From the CMO Summit at the 2006 Innovative Marketing Conference in New York, produced by Corante and Columbia Business School’s Center on Global Brand Leadership. Eric Mankin, PhD, Executive Director of Babson Executive Education, defines the concept of co-creation, a core theme of the CMO Summit; explains the difference between co-creation and co-invention; and outlines the three types of products and services that are best suited for co-creation and the degrees to which co-creation could actually work. Download the conversation…

From the CMO Summit at the 2006 Innovative Marketing Conference in New York, produced by Corante and Columbia Business School’s Center on Global Brand Leadership. Prof. Bernd Schmitt, PhD, Executive Director of the Center on Global Brand Leadership, talks about the topics being addressed at the conference; about branding and innovation in marketing, developments in marketing, brand ownership, advancing brands through conversation, crazy ideas and measurement metrics, and what relationships customers want. Download the conversation here (MP3, 9Mb, 21:38), or…