Asda has just rolled out a number of initiatives that tap into the principles of Democratic branding.
Firstly the company is to build on its existing Pulse of the Nation community of 18,000 people and will ask them for their views on the design of upcoming George clothing ranges and new food and household lines. This great open door policy has been named "Chosen By You". The public will be involved in the early product-design process of George - with their opinions being sought out every six weeks.
The second initiative is called the "Bright Ideas" cash reward scheme. This will offer participants up to 5% of any money saved by the retailer if their idea is put into practice.
The third great idea from the Asda stable is to give consumers access to its business and employees. Asda's key buyers and staff are posting regular updates on an Aisle spy blog with webcams streaming live images of the supply chain and head office.
This for someone who believes passionately in brand democracy is great news as it shows that the principles of web 2.0 are now firmly being entrenched into the heart of big business. Those foundations of co-operation, collective wisdom, co-creation and creativity will continue to turn the world up side down as the grassroots participate in the creation of brands that they want to see.
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