How to build a platform brand | WARC | The Feed
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How to build a platform brand
The intersection of platforms and brands provides a potentially lucrative route to value creation in today’s global economy, beyond the typical goals of relevant differentiation in branding, says Darren Coleman, a branding specialist and Erich Joachimsthaler, CEO, Vivaldi Group.
Why it matters
Brands today are built by leveraging the power of digital business models. Platform brands belong to a new powerful class of digital business models. Marketers must understand these new business models. Done well, these models strengthen brands by connecting emotionally with consumers, and by deeply intersecting in culture and the fabric of the lives of consumers around the...
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