Democratised branding: New brand shaped by consumer opinions

Crowd-sourced branding is creating a new, democratised way of developing brands. A Spanish innovations and communications company has given consumers the chance to develop and shape a brand in their own way, as part of a project called Democreated.

The project, which runs over 100 days, invites participants to fill in a questionnaire posted on the Democreated website. In signing up and filling the questionnaire out, participants become part-owner of the resulting brand.

At the end of this period, when the information has been collected, La Doma will create the brand itself, with all decision rights in the hands of those who initially helped shape its direction – perhaps the ultimate in Civic Brands. ‘This is not just a communication project, this is a liberation project,’ explains project co-founder Julio Wallovits. ‘Democreated should serve to remind us that the organisational pillars of our society can and must be what we all wish them to be.’