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Central Processes That Shape Brand Flagship Platforms
There are two central processes that shape brand flagship platforms:
- Consumer crowdsourcing and crowd-sending of products; and
- Content
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Crowdsourcing vs Crowd-sending
Crowdsourcing refers to consumers drawing value from platform participants like the brand, other consumers, or third-party businesses.
Crowd-sending refers to consumers providing value to there platform participants.
According to a study, these two manifest in various interactions on flagship platforms. We can group these interactions into five key platform building blocks: transaction block, community block, benchmarking block, guidance block, and inspiration block.
They argue that brands should assemble building blocks and functionalities based on a common overarching consumer goal.
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The 4 Different States of Consumer-Platform Relationships
- Ad-Hoc: consumer crowdsourcing and crowd-sending intensity is limited and interactions are focused on the brand's core product
- Capitalizing: intense consumer crowdsourcing while integrating value creation
- Catalyzing: intense consumer crowd-sending with the implication that consumers are integrated in the value creation process
- Nurturing: consumers engage in intense crowdsourcing and crowd-sending
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Risks of Brand Flagship Platforms
Just like anything else in the industry, brand flagship platforms show the risk of dilution of the core brand due to the inclusivity of third parties, platform hijacking through consumers, and high operational costs.
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CURATED BY
CURATOR'S NOTE
Flagship platforms shift the market focus from products to entire category spaces, require measurements that extend beyond brand performance to interaction quality, and demand new resources and skills that enable the ongoing orchestration of interactions and relationships.
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