Why Product Brands Should Build Their Own Platforms - Deepstash

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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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Why Product Brands Should Build Their Own Platforms

Why Product Brands Should Build Their Own Platforms

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Central Processes That Shape Brand Flagship Platforms

There are two central processes that shape brand flagship platforms:

  1. Consumer crowdsourcing and crowd-sending of products; and
  2. Content

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 m...

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

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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Crowdsourcing has become an essential instrument in every marketer’s toolbox, and recent research provides guidance for how firms can best use the strategy. Managers should ensure that the crowd is heterogeneous so consumers truly benefit from finding each other’s ideas inspirational rather than competitive.

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