http://tenayagroup.com/blog/2006/03/29/brand-platforms-customer-platforms-and-commodities/ Brian Phipps on next-generation brands: Tue, 25 Oct 2011 15:28:29 +0000 hourly 1 http://wordpress.org/?v= http://tenayagroup.com/blog/2006/03/29/brand-platforms-customer-platforms-and-commodities/comment-page-1/#comment-14307 Brands Create Customers » Blog Archive » A new role for brands—at the core of business Thu, 12 Apr 2007 00:11:18 +0000 http://tenayagroup.com/blog/2006/03/29/brand-platforms-customer-platforms-and-commodities/#comment-14307 [...] 2. For reference, see earlier discussions of brand platforms and the brand team mission here and here. [...] [...] 2. For reference, see earlier discussions of brand platforms and the brand team mission here and here. [...]

]]> http://tenayagroup.com/blog/2006/03/29/brand-platforms-customer-platforms-and-commodities/comment-page-1/#comment-5112 Brands Create Customers » Blog Archive » Saatchi’s new “Stuart” is the stuff of brands Wed, 20 Dec 2006 20:52:19 +0000 http://tenayagroup.com/blog/2006/03/29/brand-platforms-customer-platforms-and-commodities/#comment-5112 [...] Stuart means that Saatchi is designing a customer. becoming a brand platform, and using its brand as a collaboration in context. In contrast, other galleries suddenly look one-dimensional and stale. If Saatchi manages to cultivate Stuart and grow its users through increased interaction, it stands a chance of being the place for online artists to congregate and connect. This gives Saatchi a cachet and currency it could never achieve in a thousand conventional campaigns. Saatchi itself becomes the medium. [...] [...] Stuart means that Saatchi is designing a customer. becoming a brand platform, and using its brand as a collaboration in context. In contrast, other galleries suddenly look one-dimensional and stale. If Saatchi manages to cultivate Stuart and grow its users through increased interaction, it stands a chance of being the place for online artists to congregate and connect. This gives Saatchi a cachet and currency it could never achieve in a thousand conventional campaigns. Saatchi itself becomes the medium. [...]

]]> http://tenayagroup.com/blog/2006/03/29/brand-platforms-customer-platforms-and-commodities/comment-page-1/#comment-1749 Brands Create Customers » Blog Archive » Beyond the brand icon model Fri, 28 Jul 2006 23:56:43 +0000 http://tenayagroup.com/blog/2006/03/29/brand-platforms-customer-platforms-and-commodities/#comment-1749 [...] In the present seismic turmoil some notable brand icons will hit ground and shatter. But many more will realize that there’s little advantage to being perched on a pedestal in the first place. (Indeed: being on the pedestal is part of the problem.) Brands can redirect themselves in mid-air and land safely on brand platforms, a far better foundation. [...] [...] In the present seismic turmoil some notable brand icons will hit ground and shatter. But many more will realize that there’s little advantage to being perched on a pedestal in the first place. (Indeed: being on the pedestal is part of the problem.) Brands can redirect themselves in mid-air and land safely on brand platforms, a far better foundation. [...]

]]> http://tenayagroup.com/blog/2006/03/29/brand-platforms-customer-platforms-and-commodities/comment-page-1/#comment-993 Brands Create Customers » Blog Archive » Brands as collaborations in context Tue, 20 Jun 2006 06:38:35 +0000 http://tenayagroup.com/blog/2006/03/29/brand-platforms-customer-platforms-and-commodities/#comment-993 [...] In larger companies, structured brand platforms carry collaboration forward. [...] [...] In larger companies, structured brand platforms carry collaboration forward. [...]

]]> http://tenayagroup.com/blog/2006/03/29/brand-platforms-customer-platforms-and-commodities/comment-page-1/#comment-395 Brands Create Customers » Blog Archive » Inside Apple’s retail brand platform Mon, 08 May 2006 18:43:27 +0000 http://tenayagroup.com/blog/2006/03/29/brand-platforms-customer-platforms-and-commodities/#comment-395 [...] Leveraging the brand platform What we see at Apple retail is tightly focused execution in leveraging the brand platform. As we define it, a brand platform is “a structure of integrated brand components architected to create focused customer growth.” Apple’s brand platform drives the Apple retail experience. The Apple store is designed (physically, emotionally, functionally) to create Apple customers and to grow them into more proficient users of digital technology. This goal separates the Apple store from computer stores which aim no further than the sales transaction. Such stores usually treat their customers as commodities: “purely to be sold to.” They invest in the sale, not in the customer—and it shows. [...] [...] Leveraging the brand platform What we see at Apple retail is tightly focused execution in leveraging the brand platform. As we define it, a brand platform is “a structure of integrated brand components architected to create focused customer growth.” Apple’s brand platform drives the Apple retail experience. The Apple store is designed (physically, emotionally, functionally) to create Apple customers and to grow them into more proficient users of digital technology. This goal separates the Apple store from computer stores which aim no further than the sales transaction. Such stores usually treat their customers as commodities: “purely to be sold to.” They invest in the sale, not in the customer—and it shows. [...]

]]> http://tenayagroup.com/blog/2006/03/29/brand-platforms-customer-platforms-and-commodities/comment-page-1/#comment-365 Brands Create Customers » Blog Archive » Wal-Mart plans a customer platform Thu, 04 May 2006 19:00:22 +0000 http://tenayagroup.com/blog/2006/03/29/brand-platforms-customer-platforms-and-commodities/#comment-365 [...] Building the customer platform Credit and related banking services can be an invaluable customer platform. Wal-Mart understands this. They can see a wide open field to grow their brand platform into an effective customer platform. As we noted before, “The brand platform is a structure of integrated brand components architected to create focused customer growth.” [...] [...] Building the customer platform Credit and related banking services can be an invaluable customer platform. Wal-Mart understands this. They can see a wide open field to grow their brand platform into an effective customer platform. As we noted before, “The brand platform is a structure of integrated brand components architected to create focused customer growth.” [...]

]]> http://tenayagroup.com/blog/2006/03/29/brand-platforms-customer-platforms-and-commodities/comment-page-1/#comment-43 Brian Phipps Fri, 07 Apr 2006 13:02:25 +0000 http://tenayagroup.com/blog/2006/03/29/brand-platforms-customer-platforms-and-commodities/#comment-43 Apple and Google are probably pretty good references for how a customer platform strategy can work. In essence, these companies are "designing a new customer" with their new products. As each new product or application comes out, you can see where it fills in a portion of a new customer platform being created. Apple and Google are probably pretty good references for how a customer platform strategy can work. In essence, these companies are “designing a new customer” with their new products. As each new product or application comes out, you can see where it fills in a portion of a new customer platform being created.

]]> http://tenayagroup.com/blog/2006/03/29/brand-platforms-customer-platforms-and-commodities/comment-page-1/#comment-37 Ed Byrne Thu, 30 Mar 2006 16:24:00 +0000 http://tenayagroup.com/blog/2006/03/29/brand-platforms-customer-platforms-and-commodities/#comment-37 I totally agree with you on 'platforms' as oppose to a product. The customer platform should, over time, lead product development & the customer platform should be a building block of the brand. I totally agree with you on ‘platforms’ as oppose to a product. The customer platform should, over time, lead product development & the customer platform should be a building block of the brand.

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