Every day, companies and brands vie for the attention of consumers. Through a consumer’s interaction with a brand’s product, this brand wants to become an inseparable part of the consumer’s life.

But should brands focus on the individual consumer? What if a brand can become an inseparable part of the consumer’s relationships – for example, with a spouse? It appeared that brands can benefit from focusing on couples and their shared usage of brands’ products through becoming a significant part of their shared identity narrative.

In the modern world, we hear a lot about crowdfunding: it helps small and medium companies to generate a budget for their products and achieve popularity by promoting it via various Kickstarter-alike platforms. But what about crowdsourcing? While crowdfunding assists in gathering money for projects, crowdsourcing helps with getting consumer-derived ideas for new products. People tend to reject the practice of crowdsourcing, considering it as less effective. Judge the numbers: 9.65 million of Google search results for “crowdsourcing” versus 36.3 million for “crowdfunding” – demand creates supply, and the “shortage” for “crowdsourcing” says a lot.

Crowdsourcing becomes more interesting if it can also bring financial benefits and boost your sales. How? By applying it wisely, of course.