Platform businesses are dominating our culture and the economy. Airbnb, Uber and Amazon (to name only a few of these digital disruptors) have irrevocably changed the nature of business and brand strategy.

In today’s platform-driven economy, the branding challenge is dramatically more complex. To thrive, platform businesses must create value for an entire ecosystem, including both users and producers.

At its core, platform branding is about creating a community and building network effects through aptly applied data, design and rich experiences. This series will define network effects and explore the role of branding in elevating the value of platforms. Specifically:

  • How do you create an overarching narrative and position your brand to resonate across an ecosystem of users and providers?
  • How do you cultivate a personality that encourages stickiness with all users, building advocacy while increasing switching costs?
  • How does your brand strategy, messaging, capabilities and technology work together to bolster user participation and co-creation?

These are just a few of the pressing challenges we explore in our series. Download the full ebook Branding in a Platform World below.