Brand ecosystems

This article describes the competition between brands developing 'ecosystems' - communications systems that deliver content to consumers where ever they are - as they seek to generate consumer loyalty.

Brand ecosystems

David KeefeLandor Associates

Ecosystems is the latest buzzword. In the brand world, it refers to communications systems that connect, or deliver content, to consumers wherever and whenever they want it. David Keefe, of Landor Associates, outlines five imperatives to compete in the brand ecosystem.

Have you ever been to the Consumer Electronics Show (CES)? It's a happening – an annual hi-tech pilgrimage dedicated to all things media, all things communications and, of course, all things electronics. Far more than a trade show, CES is a vital watering hole for multiple industries to showcase innovation, drink in new...

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