Building an eco-system brand: Five ways to get it right

Remy Brooks

While some of the biggest brands in the world are successful ecosystems, that doesn’t mean that smaller brands (and budgets) can’t achieve the same success.

Much has been written about the power of the ‘eco-system’ brand. And why wouldn’t that be the case? Google, Apple, Amazon, Nike, LEGO, Virgin – they’re brands worth writing about.

The problem with that list of names is that it can give the impression that, in order to evolve into an ecosystem, a brand requires a level of resources beyond the reach of most businesses.

That might be the case if you think of an ecosystem as something which relies on massive, inter-connected product-development projects. But that’s just one way to do it. If, instead, businesses take a digital-first approach...

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