Back in December Karen Hartline invited me to the DEWmocracy Event here in NYC. I, along with a bunch of other NYC caffeine junkies, was able to get a firsthand glimpse of what DEWmocracy was all about. The Pepsi Company
(links to Twitter page even though they have blocked me?) truly handed the brand of Mountain Dew over to their fans /evangelists! It is a twelve month – 7 stage process that has allowed for the creation of three finalists. From flavor to color and even label the brands new product will come from the people.
Your brand becomes so much more valuable when you stop talking about it and others start ‘screaming’ about it!