It should go without saying that users feel a much deeper connection with interactive brands. To be more interactive with its users, brands must find ways to engage its users beyond social media. A more personalized way of doing this is through a process called "co-creation". Co-creation gives users a voice that empowers them to create meaningful experiences with a brand. As a co-creator, users are not a customer or a product reviewer; they are a collaborator, or even a colleague that's part of the team. Co-creators share their ideas directly with founders to ensure their feedback is heard by the right person.⁠