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Brands as platforms - marketing in a digital age


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Building a platform/ecosystem, enables brands to provide consumers with a value exchange greater than what the specific product/service was able to , and to create a true differentiator for the brand. This deck looks at the ways brands need to approach digital to revolutionize their marketing.

Published in: Marketing
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Brands as platforms - marketing in a digital age

  1. 1. BRANDS as PLATFORMS Guy Kedar, MEC
  3. 3. Decrease in Product differentiation Globalisation with increased access toTechnology and industrial capabilities erodes quality differentiation among brands
  4. 4. Brands’ comms affect purchase decisions in all stages of the customer journey Creating a positive ‘Passive Bias’ is as important as an Active one
  5. 5. You don’t have to shout loudest to win Smart spend counts just as much (if not more) than share of spend
  6. 6. • Having a good product isn’t enough • Passive stage matters • Smart solutions can beat spend TRUTHS: ASSUMPTIONS
  7. 7. WAYS TO WIN Winning in today’s Technological environment
  8. 8. Centering marketing around the consumer Tailor content to consumers’ needs, wishes and contextual relevance. In this example: smart targeting and dynamic creative, powered by programmatic enable delivering tailored messages
  9. 9. Being ‘Always On’, or ‘Always Available’ ALWAYS DISCOVERABLE ALWAYS LISTENING ALWAYS ENGAGING ALWAYS RELEVANT ALWAYS EMPOWERING ENGAGE BUYERS/ SHOPPERS: OWNED LEVERAGE BRAND AMBASSADORS: EARNED ACHIEVE EFFICIENT SCALE: PAID Think OEP rather than POE. Use owned media to engage with consumers and empower them to promote the brand and products. Use paid media to achieve significant scale.
  10. 10. Building brands as platforms Stop focusing on singular products or services; Look to build platforms and ecosystems
  11. 11. Nike turned a running shoe into a training platform
  12. 12. Red Bull integrates into consumers lives across multiple areas of interests
  13. 13. Spotify finds complementary areas to its service
  14. 14. UBER is present in the moments that consumers need a ride
  15. 15. NEST connects to every home appliance
  16. 16. WIN: Customer Centric Always Available Brand Platforms
  17. 17. Key takeaways
  18. 18. 1. Identify the points that make a different in your customer’s journey 2. Create an ecosystem of value that goes beyond the core product 3. Leverage platforms/partners that will increase your integration into customers’ lives •Through the platforms they use •By adding meaningful value •In a way that is related and credible to your brand 4. Design experiences that people talk about Platforms over products