Brands as Platforms

In today’s environment, companies have less direct control over their brands than they did 20 years ago. They have to be okay with other people influencing their brands and managing within a more complex ecosystem. Customer contribution and co-creation bring enormous value to companies that utilise them, across a wide range of industries. Digital technology enables new ways of interacting with, learning from, and catering to customers.

Transcript

1. WHEN. EVERYONE. DESIGNS.
2. ING - Chief Technology Office
3. ING - Chief Technology Office TECHNOLOGY TO CREATE A SOLUTION
4. ING - Chief Technology Office TECHNOLOGY BUSINESS TO CREATE A SOLUTION TO CREATE A CUSTOMER
5. ING - Chief Technology Office TECHNOLOGY BUSINESS DESIGN TO CREATE A SOLUTION TO CREATE A CUSTOMER TO CREATE AN EXPERIENCE
6. ING - Chief Technology Office TECHNOLOGY BUSINESS DESIGN ORGANISATION TO CREATE A SOLUTION TO CREATE A CUSTOMER TO CREATE AN EXPERIENCE TO CREATE A CULTURE
7. ING - Chief Technology Office TECHNOLOGY BUSINESS DESIGN ORGANISATION TO CREATE A SOLUTION TO CREATE A CUSTOMER TO CREATE AN EXPERIENCE TO CREATE A CULTURE
8. ING - Chief Technology Office WHAT GOT US HERE WON’T GET US THERE
9. Not in Kansas Anymore WHAT GOT US HERE
10. Not in Kansas Anymore
11. Not in Kansas Anymore
12. Not in Kansas Anymore Technology Technology Technology
13. Not in Kansas Anymore MARCH 10, 2000 AUG. 1, 2006 Microsoft $507B Cisco $452 Intel $402 Vodafone $371 GE $432 Exxon $413B GE $336 Gazprom $244 Citigroup $240 Microsoft $245 Exxon $392B Apple $368 ICBC $240 Shell $229 PetroChina $290 Apple $571B Alphabet $540 Amazon $364 Facebook $357 Microsoft $441 AUG. 1, 2011 AUG. 1, 2016 1 2 3 4 5 March 10 was the Nasdaq peak during the dot-com bubble. Market caps are not adjusted for inflation.
14. ATE THE WORLD. SOFTWARE Not in Kansas Anymore
15. ATE THE WORLD. SOFTWARE INTERNET Not in Kansas Anymore
16. ATE THE WORLD. SOFTWARE INTERNET MOBILE Not in Kansas Anymore
17. DIGITALISATION Not in Kansas Anymore
18. DIGITALISATION IS EATING THE WORLD. Not in Kansas Anymore
19. begin 20th century THE INDUSTRIAL ECONOMY - STUFF Not in Kansas Anymore + STUFF
20. begin 20th century THE INDUSTRIAL ECONOMY - STUFF Not in Kansas Anymore + STUFF mid 20th century THE CONSUMER ECONOMY - DESIRE
21. begin 20th century THE INDUSTRIAL ECONOMY - STUFF Not in Kansas Anymore + STUFF mid 20th century THE CONSUMER ECONOMY - DESIRE
22. PRODUCER PRODUCTION DISTRIBUTION CONSUMERS THE CONSUMER ECONOMY Not in Kansas Anymore
23. PRODUCER PRODUCTION DISTRIBUTION CONSUMERS THE CONSUMER ECONOMY ASSET BUILDERS make one, sell one Not in Kansas Anymore
24. PRODUCER PRODUCTION DISTRIBUTION CONSUMERS THE CONSUMER ECONOMY SERVICE PROVIDERS hire one, sell one Not in Kansas Anymore
25. PRODUCER PRODUCTION DISTRIBUTION CONSUMERS THE CONSUMER ECONOMY Not in Kansas Anymore TECHNOLOGY CREATORS make one, sell many
26. begin 20th century THE INDUSTRIAL ECONOMY - STUFF Not in Kansas Anymore + STUFF mid 20th century THE CONSUMER ECONOMY - DESIRE + DESIRE begin 21st century THE CREATOR ECONOMY - ENGAGEMENT
27. Not in Kansas Anymore
28. The New Shape of the Firm PRODUCER PRODUCTION DISTRIBUTION CONSUMERS
29. The New Shape of the Firm PRODUCERS PRODUCTION DISTRIBUTION CONSUMERS THE CREATOR ECONOMY many make, many sell
30. PRODUCERS PRODUCTION DISTRIBUTION CONSUMERS THE CREATOR ECONOMY platform ecosystems PLATFORM The New Shape of the Firm
31. PRODUCERS PRODUCTION DISTRIBUTION CONSUMERS & track trace THE CREATOR ECONOMY platform ecosystems PLATFORM The New Shape of the Firm
32. PRODUCERS PRODUCTION DISTRIBUTION CONSUMERS PLATFORM & track trace 1.upload video 2.search 3.view 1 2 3 THE CREATOR ECONOMY platform ecosystems The New Shape of the Firm
33. PRODUCERS PRODUCTION DISTRIBUTION CONSUMERS PLATFORM & track trace 1 2 3 1.list property 2.search 3.view (&book) THE CREATOR ECONOMY platform ecosystems The New Shape of the Firm
34. PRODUCERS PRODUCTION DISTRIBUTION CONSUMERS PLATFORM quality&status THE CREATOR ECONOMY platform ecosystems The New Shape of the Firm
35. 4 2 1 PRODUCERS PRODUCTION DISTRIBUTION CONSUMERS PLATFORM 3 1.login 2.up/down votes 3.click & view-thru 4.views quality&status THE CREATOR ECONOMY platform ecosystems The New Shape of the Firm
36. 4 2 1 PRODUCERS PRODUCTION DISTRIBUTION CONSUMERS PLATFORM 3 quality&status 1.login & review 2.rating & review 3.click & view-thru 4.login THE CREATOR ECONOMY platform ecosystems The New Shape of the Firm
37. PLATFORM A PLATFORM FACILITATES AN ACCESSIBLE, SCALABLE AND EFFICIENT NETWORK OF USERS, SERVICES, DEVICES AND INTERMEDIARIES TO MAKE THE VALUE EXCHANGES HAPPEN. PLATFORM The New Shape of the Firm
38. PLATFORM PLATFORM CORE TECHNOLOGIES SHARED TOOLS AND SERVICES RULES AND STANDARDS SET OF INTERFACES OPEN APIS A PLATFORM FACILITATES AN ACCESSIBLE, SCALABLE AND EFFICIENT NETWORK OF USERS, SERVICES, DEVICES AND INTERMEDIARIES TO MAKE THE VALUE EXCHANGES HAPPEN. The New Shape of the Firm
39. PLATFORM CORE TECHNOLOGIES SHARED TOOLS AND SERVICES RULES AND STANDARDS SET OF INTERFACES APIS DRIVER & RIDER ORCHESTRATION STAR RATING DRIVER POLICIES DRIVER / RIDER APP ‘ALEXA, REQUEST UBER’ GOOGLE MAPS The New Shape of the Firm
40. CORE TECHNOLOGIES SHARED TOOLS AND SERVICES RULES AND STANDARDS SET OF INTERFACES APIS The New Shape of the Firm
41. The New Shape of the Firm
42. PLATFORM NETWORK PLATFORM ECOSYSTEM THE NETWORK CONNECTS USERS /PRODUCERS AND CONSUMERS/, ORGANISATIONS, APPLICATIONS, SERVICES, DEVICES, AND INTERMEDIARIES. The New Shape of the Firm
43. MORE MARKETPLACE MORE NETWORK The New Shape of the Firm
44. The New Shape of the Firm
45. The New Shape of the Firm
46. Technology Technology Technology The New Shape of the Firm
47. The New Shape of the Firm Platform Platform Platform Platform Platform Platform Platform Platform Platform
48. Design, When Everyone Designs
49. SOLVING A PROBLEM DESIGN FOR MARKETS CUSTOMER SEGMENT OPTIMISING CONSUMPTION ENABLING A POTENTIAL DESIGN AS MARKETS PEER SEGMENT OPTIMISING INTERACTION Design, When Everyone Designs
50. SOLVING A PROBLEM DESIGN FOR MARKETS CUSTOMER SEGMENT OPTIMISING CONSUMPTION ENABLING A POTENTIAL DESIGN AS MARKETS PEER SEGMENT OPTIMISING INTERACTION EXPERT DESIGN DIFFUSE DESIGN Design, When Everyone Designs
51. producer producer/user user ecosystem creation control IKEA restaurants fast food market places social networks EXPERT DESIGN DIFFUSE DESIGN education Design, When Everyone Designs
52. What to Design, When Everyone Designs
53. What to Design, When Everyone Designs
54. What to Design, When Everyone Designs
55. What to Design, When Everyone Designs THE NARRATIVE THE ENABLERS THE PRIMITIVE
56. What to Design, When Everyone Designs THE NARRATIVE The Profound, Authentic and Sustainable behavior 
 of your users on which they build their experiences. The brand promise that, if they give you their attention, 
 you will give them a better Return on Attention than anyone else.
57. What to Design, When Everyone Designs THE NARRATIVE
58. What to Design, When Everyone Designs THE NARRATIVE
59. What to Design, When Everyone Designs THE PRIMITIVE core, simple, and self-sufficient
60. ENTITY OF VALUE THAT IS BEING EXCHANGED BETWEEN TWO PARTIES. ENTITY OF VALUE THAT SHOULD LEAD TO THE ACTIONS THAT ENABLE THE CREATION AND CONSUMPTION OF THAT VALUE. What to Design, When Everyone Designs
61. What to Design, When Everyone Designs
62. What to Design, When Everyone Designs
63. CORE INTERACTIONS THE PROCESS WHERE CORE VALUE UNIT IS BEING EXCHANGED. What to Design, When Everyone Designs
64. CORE INTERACTIONS INFORMATION GOODS & SERVICES CURRENCY What to Design, When Everyone Designs
65. CORE INTERACTIONS INFORMATION GOODS & SERVICES CURRENCY UNDERSTANDING ECOSYSTEM What to Design, When Everyone Designs
66. CORE INTERACTIONS INFORMATION GOODS & SERVICES CURRENCY What to Design, When Everyone Designs
67. What to Design, When Everyone Designs
68. CREATE CONSUME PULL MATCH CURATE CUSTOMIZE CORE VALUE UNIT FACILITATE What to Design, When Everyone Designs
69. To attract producers and consumers to consume or produce on the platform. CREATE CONSUME PULL MATCH CURATE CUSTOMIZE CORE VALUE UNIT FACILITATE What to Design, When Everyone Designs
70. What to Design, When Everyone Designs
71. FOLLOW-THE- RABBIT PIGGYBACK SEEDING MARQUEE SINGLE-SIDE PRODUCER EVANGELISM BIG-BANG ADOPTION MICROMARKET DESIGNING FOR PULL What to Design, When Everyone Designs
72. DESIGNING FOR PULL FOLLOW-THE- RABBIT PIGGYBACK SEEDING MARQUEE SINGLE-SIDE PRODUCER EVANGELISM BIG-BANG ADOPTION MICROMARKET Start by targeting a tiny market that comprises members who are already engaging in interactions. This enables the platform to provide the effective matchmaking characteristic of a large market even in the earliest stages of growth. What to Design, When Everyone Designs
73. DESIGNING FOR PULL FOLLOW-THE- RABBIT PIGGYBACK SEEDING SINGLE-SIDE PRODUCER EVANGELISM BIG-BANG ADOPTION MICROMARKET MARQUEE Provide incentives to attract members of key user set onto your platform. What to Design, When Everyone Designs
74. DESIGNING FOR PULL FOLLOW-THE- RABBIT PIGGYBACK MARQUEE SINGLE-SIDE PRODUCER EVANGELISM BIG-BANG ADOPTION MICROMARKET SEEDING Create value units that will be relevant to at least one set of potential users. When these users are attracted to the platform, other sets of users who want to engage in interactions with them will follow. What to Design, When Everyone Designs
75. DESIGNING FOR PULL FOLLOW-THE- RABBIT SEEDING MARQUEE SINGLE-SIDE PRODUCER EVANGELISM BIG-BANG ADOPTION MICROMARKET PIGGYBACK Connect with an existing user base from different platform and stage the creation of value units in order to recruit those users to participate in your platform. What to Design, When Everyone Designs
76. DESIGNING FOR PULL PIGGYBACK SEEDING MARQUEE SINGLE-SIDE PRODUCER EVANGELISM BIG-BANG ADOPTION MICROMARKET FOLLOW-THE-RABBIT Use a non-platform project to model success, thereby attracting both producers and consumers to a new platform erected on your projects proven infrastructure. What to Design, When Everyone Designs
77. DESIGNING FOR PULL FOLLOW-THE- RABBIT PIGGYBACK SEEDING MARQUEE PRODUCER EVANGELISM BIG-BANG ADOPTION MICROMARKET SINGLE SIDE Create a business around products or services that benefit a single set of users; later convent the business by attracting a second set of users who want to engage in interactions with the first set. What to Design, When Everyone Designs
78. DESIGNING FOR PULL FOLLOW-THE- RABBIT PIGGYBACK SEEDING MARQUEE SINGLE-SIDE BIG-BANG ADOPTION MICROMARKET PRODUCER EVANGELISM Design your platform to attract producers who can induce their customers to become users of the platform. What to Design, When Everyone Designs
79. DESIGNING FOR PULL FOLLOW-THE- RABBIT PIGGYBACK SEEDING MARQUEE SINGLE-SIDE PRODUCER EVANGELISM MICROMARKET BIG-BANG ADOPTION Use one or more traditional push marketing strategies to attract a high volume of interest and attention to your platform. What to Design, When Everyone Designs
80. To attract producers and consumers to consume or produce on the platform. Foster the flow of value by making connections between producers and consumers. CREATE CONSUME PULL MATCH CURATE CUSTOMIZE CORE VALUE UNIT FACILITATE What to Design, When Everyone Designs
81. What to Design, When Everyone Designs AI NG UI CURATOR suggesting relevant options based on previous behaviour ADVISOR taking action or guiding towards an optimal outcome ORCHESTRATOR collaborating tasks across multiple services to achieve desired outcomes
82. EAT THE WORLD. DESIGN WILL Not in Kansas Anymore
83. Your text here ron.kersic@ing.nl Chief Technology Office. Published 2017 by EA/CTO in Amsterdam.
84. References •Design in Tech •Brandz Top 100 •Software is Eating the World •Creator Economy •Platform Businesses •Diffuse Design •NPE Canvas •The Right Customers