There are three building blocks to ecosystem brands:
- They excel at delivering personalization.
- They foster long-term loyalty.
- 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 deeply-connected and long-lasting relationships.
Ecosystem brand: An interconnected set of services delivered by a single brand that enables users to fulfill a wide range of needs in one integrated experience.