Now, on this blog we talk a lot about collaboration and the collective power of the community, and how the true power of digital is in harnessing consumers collective thoughts / might to empower them to do greater things.
Indeed, the "democratisation of communication" runs through a number of campaigns we are executing for our clients currently (hope to bring more on this shortly).
So just to help explain the concept of "we" here is a great presentation I happened upon from Marieke Schoenmaker. The slides below are a great introduction to the subject, and the case studies at the end of the deck (including Nike+ and Zopa) are world-leading examples of the power of we.
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