One of the most important elements in branding these days is the concept of authenticity, which I talk about quite a bit.  And probably the best way of all in creating authenticity in a brand is to allow consumers and followers of a brand to give input on it – to customize it, make it their own.

The latest to follow that trend is Campbell’s soup, which has launched a website to allow people to do just exactly that, by accepting thoughts from consumers on a gamut of issues, including packaging. Here’s what the company says about it:

Campbell Soup Company is inviting scientists, entrepreneurs and inventors to submit their ideas via a new Web site called “Campbell’s Ideas for Innovation.” The site, which can be accessed at www.campbellideas.com, has been established to provide an easy way for people to submit their innovative ideas to Campbell for evaluation.

Campbell is focused on generating ideas in the areas of new products, packaging innovation, product line extensions, environmental sustainability, business processes and marketing. The company also is interested in new technologies related to sodium reduction, vegetable nutrition and healthier fats and oils.

Carl Johnson, Campbell’s Chief Strategy Officer, said, “Campbell has had a solid track record for innovation in the categories in which we compete: soup and simple meals, baked snacks and healthy beverages. We are committed to improving our innovation results, and a key element in this improvement requires us to be open to ideas from both inside and outside the company. The Ideas for Innovation Web site is one of the ways we are accessing innovation from outside sources.”

The Ideas for Innovation Web site is designed to provide an effective way for Campbell to review and evaluate unsolicited ideas by offering people who do not work for the company an easy way to submit ideas.

Ideas submitted to Campbell through the Ideas for Innovation program will be evaluated by a team assembled for this purpose. Ideas will be reviewed and evaluated by someone with direct knowledge of the relevant business or function and who will determine whether there is an interest in pursuing the idea.

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