From Lego to Apple: The new era of brand building is ecosystem-driven growth

Looks at how ecosystem brands serve as one-stop-shops for multi-faceted consumer needs and provides success stories from Lego, Apple and more.

There are three building blocks to ecosystem brands:

  1. They excel at delivering personalization.
  2. They foster long-term loyalty.
  3. They enjoy greater return on ad spend than any other brand.

For marketers, building a brand ecosystem has somewhat different parameters than customary brand-building. The most effective ecosystems are defined not by costs and defending of market share but by revenues and creation of new markets altogether which better satisfy real, related human needs. Realizing that expectation is reality, companies ranging from Lego to Google have deprioritized cheaper in a battle for better – better quality, convenience, speed, and relevance that translates to...

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