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

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,...