The WARC Podcast Lessons from ecosystem brands
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Sep 18, 2025 Catherine Driscoll, a Commissioning Editor at WARC, delves into the fascinating world of ecosystem brands like Apple and Disney. She defines what makes these brands unique and contrasts them with traditional brand extensions. Insights on how ecosystems create value reveal strategies for smaller brands, such as Rafa, to harness ecosystem thinking. Additionally, Catherine discusses the importance of strategic partnerships and how marketers can cultivate collaboration within these dynamic landscapes. A must-listen for anyone interested in brand innovation!
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Ecosystem Defined By Seamless Experience
- An ecosystem brand is a network of products, services and experiences that work together under one brand.
- It focuses on delivering a seamless lived experience across touchpoints using tech and data.
Glue Beats Architecture
- Ecosystems go beyond brand extensions by adding a layer of tech and data that connects offerings.
- They prioritise the lived experience and the 'glue' between offerings over mere visual coherence.
Disney And Lego Examples
- Big non-tech brands like Disney and Lego built ecosystems long before modern tech platforms.
- Disney used a synergy strategy since the 1950s and Lego combines physical bricks with parks, movies and digital co-creation.