Channels and tools
Brand as a platform is the brand that becomes a single point of reference for the customer, because it gathers information, services, support and relationships into one consistent environment.
The brand orchestrates every touchpoint, digital and physical, and moves from promoting products to building an ecosystem that accompanies the customer. Enrico Giubertoni developed the concept in his work on digital strategy in cosmetics, where the beauty brand becomes the place where the customer finds diagnosis, advice, virtual try-on and community, even before the product.
An example
A sports brand whose app records workouts, suggests training plans, organises events and sells the right equipment.
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