You do not own your brand. You only think you own your content. Good content is no longer good enough. Co-creating value by using a collaborative entertainment model offers new opportunities for media and entertainment companies by aligning the management of the property with the realities of content creation in a digital world. The collaborative entertainment model creates legal space for fans to contribute to the property, recognizes that customers are a source of competence, and acknowledges that content can sometimes be more valuable when used as advertising for other goods/services.

1. Co-Creating Value through
Collaborative Entertainment
Presented to Disney Imagineering R&D
Glendale, CA
March 10, 2010

2. OBLIGATORY TRANSMEDIA SLIDE
Mention Transmedia
2

3. The Bad News
1) You don’t own your brand
2) You only think you own your content
3) Good content isn’t good enough anymore
3

4. 1. You don’t own your brand
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5. I DON’T LIKE DISNEY
(but I DISNEYLAND)
5

6. YOUR BRAND IS A CHEAT CODE
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7. YOUR BRAND IS META
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8. YOUR BRAND IS NOT YOURS
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9. “Brands that enhance our sense of well-being and
freedom further our sense of self. They can enhance
our higher needs for esteem, socialization and self-
actualization. These are people-centric brands that
help us to obtain value.”
Nicholas Ind
Author
(Beyond Branding, 2003)
9

10. 2. You only think
you own your content
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12. 12

13. 13

14. “Today’s audience isn’t listening at all – it’s
participating. Indeed, audience is as antique a term
as record, the one archaically passive, the other
archaically physical.
The record, not the remix, is
the anomaly today. The remix
is the very nature of the
digital.”
William Gibson
Author
(interview on NPR from Nov. 30, 1999)
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15. 15

16. “Downfall” HD / Blu Ray Remix Meme
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17. RECENT REMIXES
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18. WARNING: The following content may cause yawning.
+ =
Law History Legal History
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19. Congress on the purpose behind copyright law:
“to promote the Progress of Science and useful
Arts, by securing for limited Times to Authors
and Inventors the exclusive Right to their
respective Writings and Discoveries.”
19

20. The concept of copyright inherently recognizes
the utility of conditional remix under copyright
protection and the utility of limited-duration
copyright protection.
The implementation of copyright has, over the
years, come to be at odds with the original intent.
20

21. “Fans are lead users – early adopters of new products
and properties but also early adapters who retrofit those
materials to better serve their needs; studying how they
modify media properties may help companies to better
identify otherwise unnoticed flaws and potentials.”
Henry Jenkins
Provost’s Professor of Communication, Journalism and Cinematic Arts at USC
(http://www.henryjenkins.org/2006/12/how_transmedia_storytelling_be_1.html)
21

22. COPYRIGHT IS AN ARTIFICIAL BOUNDARY
BETWEEN CREATOR AND CONSUMER
Creators
Creators /
Copyright
Consumers
Consumers
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23. 3. Good content isn’t
good enough anymore
23

24. PRODUSAGE MODEL
(Passive) Consumption
(Active) Usage
(Creative) Produsage
Produsage: “the collaborative and continuous building and
extending of existing content in pursuit of further improvement.”
Alex Bruns
author, researcher
(Blogs, Wikipedia, Second Life and Beyond, 2008)
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25. CO-CREATING VALUE
Value creation comes from personalized experiences,
not products or product-based transactions.
• The individual consumer is at the heart of the
experience
• Companies can no longer control/own all of the
resources necessary to provide personalized
experiences
C.K. Prahalad and M.S. Krishnan
The New Age of Innovation, 2008
25

26. “Customers play an active role in co-creating value.”
Better Awesome
C.K. Prahalad and M.S. Krishnan
The New Age of Innovation, 2008
26

27. “Customers are increasingly a source of competence.”
C.K. Prahalad and M.S. Krishnan
The New Age of Innovation, 2008
27

28. “…a whole generation of consumers will [be] expecting
to be treated as unique individuals, and they will have
the skills and the propensity to engage in a marketplace
defined by [personalized experiences].”
i
My
You
C.K. Prahalad and M.S. Krishnan
The New Age of Innovation, 2008
28

29. Intercreativity:
“Building together, being creative together”
Tim Berners-Lee
Creator of the World Wide Web
(interview, http://hpcv100.rc.rug.nl/tbl-int.html)
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30. “In the groundswell, relationships are everything.
The way people connect with each other – the
community that is created – determines how the power
shifts.”
Charlene Li and Josh Bernoff
Forrester Research
(Groundswell, 2008)
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31. Collaborative Entertainment
(finally, some good news!)
31

32. TRADITIONAL v. COLLABORATIVE ENTERTAINMENT
Traditional entertainment model:
“I create value that you consume.”
Collaborative entertainment model:
“We co-create value together.”
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33. TRADITIONAL v. COLLABORATIVE ENTERTAINMENT
Traditional Model
• Serial
• Monologue
• Product-based Creator Content Consumer
• Passive
Experiences
Collaborative Model
• Parallel
• Dialogue
Co-Creator Co-Creator
• Experience-based
Co-Creator
• Active Co-Creator
33

34. Collaborative entertainment is more than just
interacting with content.
Collaborative entertainment allows fans to
participate meaningfully, canonically, and
monetarily in the creation of entertainment.
Engagement Interaction Participation Collaboration Contribution
Value Consumption Value Co-Creation
34

35. SONY’S “LITTLE BIG PLANET”
+ =
35

36. NINE INCH NAIL’S “THE LIMITLESS POTENTIAL”
+ =
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37. CORY DOCTOROW’S “LITTLE BROTHER”
+ =
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38. take180
Platform
• Supports content
• Nurtures community
• Gathers feedback
Stories
• Sharing of personal stories
• Encouraging self-esteem
• Promoting a social good
38

39. The Good News
1) You don’t own your brand, but
you do control the experiences that affect your brand
2) You only think you control your content, but
controlling your content has increasingly limited value
3) Good content isn’t good enough anymore, but
it can position you to co-create value
39

40. 40

41. Scott Walker
scott@braincandyllc.com
http://braincandyllc.com
http://thismonkeycantype.com
@scott_walker