Instead of chasing the latest 2.0-co-creation buzzword tactic, a lot of marketers can learn from Jones Soda, who have been building a rock-solid brand that has remained close to its community for the better part of fifteen years.
Giving their fans a voice, keeping it fun and keeping it real.
This article would be a good place to start.
(Jone's Soda) solicits suggestions for the next off-beat flavor, the next wacky name, like Whoop Ass energy drink, and even the quotes found under the bottle caps usually come from Jones fans. Then, van Stolk and his team discovered the ultimate way to create an emotional connection with consumers—putting their pictures on the bottles. The popularity of the customized bottles, which the company now has a patent for, led van Stolk to establish myjones.com to allow consumers to create personalized labels for 12-packs of soda to be shipped directly to their homes.