02. the 4C's. remixing value creation.

Our culture has largely become 'atomized' and can be 'recombined' to create new value. This creation process is anchored on four key elements:

Conversations. In the past, marketing has driven mass communications, the value of which is changing - requiring the move from 'monologue' to 'dialogue' to 'multi-logue'.

Co-creation. Engaging consumers in the design of products, services and experiences is at the heart of co-creation, bringing not only collective creativity to the table, but also forming an inherent bond with the brand.

Communities. Communities in the digital world are taking shape and growing with exponential speed facilitating new relationship models and value creation.

Connectivity. Ideas are not islands but rather connected - always on and everywhere - providing a foundation for services to be delivered via networks. It is this web of connectivity that facilitates the emergence of 'service design' and the 'network brands'.