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.

1. BRANDS as PLATFORMS
Guy Kedar, MEC

2. ASSUMPTIONS

3. Decrease in Product differentiation
Globalisation with increased
access toTechnology and
industrial capabilities erodes
quality differentiation among
brands

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. You don’t have to shout loudest to win
Smart spend
counts just as much
(if not more)
than share of spend

6. • Having a good product isn’t enough
• Passive stage matters
• Smart solutions can beat spend
TRUTHS:
ASSUMPTIONS

7. WAYS TO WIN
Winning in today’s
Technological environment

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. 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. Building brands as platforms
Stop focusing on singular products or services;
Look to build platforms and ecosystems

11. Nike turned a running shoe into a training platform

12. Red Bull integrates into consumers lives across multiple
areas of interests

13. Spotify finds complementary areas to its service

14. UBER is present in the moments that consumers need a
ride

15. NEST connects to every home appliance

16. WIN:
Customer
Centric
Always
Available
Brand
Platforms

17. Key takeaways

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