What’s in a name??
For companies trying to tap into the power of the crowd, naming contests can lead to embarrassment and PR disasters.
Kraft
Kraft鈥檚 Vegemite: the 2.0 time鈥檚 the charm?
It’s easy to blame the crowd when crowdsourcing fails but most of the time the underlying reason for failure is in the design of the project. Kraft’s Vegemite fiasco highlights the importance of thoughtful execution, especially when crowdsourcing the name for a consumer product.