Commentary on 'Co-Creating Corporate Brands with Multiple Stakeholders'

In current times when corporate brands are increasingly developing strategies with purpose and the marketing discipline as a whole is being called to explore how to create a better world and enable actions that benefit multiple stakeholders, brand co-creation naturally responds to these challenges and leads to win-win strategies for all involved. This commentary reviews the four chapters in this section that agree that co-creation is driven by the increase in technological and the increasing levels of stakeholder brand co-ownership, which implies a democratization of the value creation process. It discusses the managerial challenges that democratizing the process of value creation presents for organizations—primarily ensuring consistency while embracing diverse perspectives—and argues that the benefits of corporate brand co-creation outweigh any perceived risk.