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Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from George, a Director of Marketing in San Francisco, California asks this about the customer co-creation process:

Microsoft had a tough year in 2012. According to Millward Brown’s BrandZ™ ranking of the 100 most valuable global brands, the company saw their brand value drop 9% between May 2012 and 2013. It appears that Microsoft changed too much, too soon when they launched their new operating system, Windows 8. And with that they alienated a large number of potential users.

Co-creation gives you a better answer because it starts at a better place.