3 ways to (usefully) lose control of your brand II

What did the Danish chocolate company Anthon Berg do to turn transactions into interactions?

• Gave control to hackers

• Asked customers to purchase chocolate for good deeds

• Encouraged customers to resell their products

• Offered exclusive deals to customers

What did the Brazilian company Semco Group allow its employees to do?

• Set their own work schedules and salaries

• Encourage customers to resell products

• Control the pricing of products

• Collaborate with customers on product creation

What did the Dutch airline KLM do to surprise travelers?

• Offered exclusive deals to customers

• Encouraged customers to resell their products

• Launched a surprise campaign and handed out small gifts

• Gave control to hackers

What did U.K.-based Interflora do to make customers feel less pressed for time?

• Gave control to hackers

• Monitored Twitter for users having a bad day and sent them free flowers

• Encouraged customers to resell their products

• Offered exclusive deals to customers

According to the speaker, what did a recent study suggest about employees completing altruistic tasks?

• It decreases their sense of overall productivity

• It increases their sense of overall productivity

• It makes them less happy

• It has no impact on their productivity

What did the travel service Nextpedition do to make the trip more interesting for travelers?

• Turned the trip into a game with surprising twists and turns

• Offered exclusive deals to customers

• Gave control to hackers

• Encouraged customers to resell their products

According to the speaker, what is the only sustainable value proposition for companies?

• Offering exclusive deals to customers

• Giving control to hackers

• Encouraging customers to resell their products

• Staying true to their true selves