NEW YORK, Dec. 12, 2018 /PRNewswire-PRWeb/ -- Platform businesses are dominating the global economy and irrevocably altering the nature of brand strategy. In order to navigate this exciting and fast changing environment performance branding specialist, BrandCap, has published a new book, Branding in a Platform World, outlining the key brand considerations for creating sustainable growth and competitive advantage.
With a current market value of $4.3 trillion and expectation for this to double by 2022 it is critical for platform businesses to short cut traditional business practices to grow quickly and efficiently. Platform stalwarts such as Airbnb and Lyft all agree a growth strategy with brand at its core is key to scaling success.
Branding in a Platform World answers pertinent questions such as:
- How to create an overarching brand narrative to resonate with both users and producers
- How to cultivate personality that encourages stickiness
- How to build advocacy AND switching cost
- How to leverage the brand to bolster user participation and co-creation
- How to monetise data, ethically and effectively
- How to turn impressions into meaningful interactions
The 60-page book defines the core characteristics of a platform business and outlines the implications of each of these for branding. It also diagnoses what makes a platform great and gives a step-by-step blueprint on how to create, grow and, importantly, sustain a platform brand. Finally it introduces BOOST, an open-source approach and toolkit designed by BrandCap to improve the performance of platform brands.
Comments David Martin, Chairman of BrandCap and author of Branding in a Platform World:
"Scaling at speed is critical for platform brands. Airbnb achieved its one millionth booking in just 3 years and has attracted almost 39 million users in just 10 years. Success like this is dependent on creating an effective ecosystem by creating value for both users and producers. In this book we outline exactly how platform brands can build a community and create network effects through aptly applied data, design and rich experiences."
The ebook can be downloaded from BrandCap's website: https://brandcap.com/branding-in-a-platform-world/
SOURCE BrandCap
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