Brands and the collaborative economy: the 25+ best case studies
2015 was largely focused on Uber, BlablaCar or Airbnb.
The connection between those companies is that they are all structured around on the collaborative economy whiche economy, which means that they enable people to collaborate together and make money out of it.
The iInternet’s history has always revolved around been to helping people to collaborate more and more. bBut up until recently, it had been so far it was impossible to earn money by proposing services and bypassing big corporations.
A lot of start ups startups have enable succeeded it at on a large scale.
No wonder why the “Uberisation” was probably the 2015 buzzword.
As Jeremiah Owyang explains, many sectors are impacted by the collaborative economy: learning, municipal, money, goods, healthcare, space, food, utilities, transportation, services, logistics and corporate.
When talking about brand strategy, the basic is to start with 3 major axes:
1. What: what is the brand is doing (products and services)
2. How: what are the brand’s values , the and know-how of the brand
3. Why: what is the brand’s sense of purpose of the brand
Most of brands do make a common mistake: 1. they master their « “what” » , which doesn’t change at all, 2. a “how” that changes according to within the periods and the agencies (how many brands can affirm that all their employees know their brand’s value by heart the value of the brand they are working for?), 3. and a « “why” » that is mostly unknown or badly defined.
It should be the total opposite.
A record company (maison de disque?) can’t be reduced to just a disc wholesalers. and iIf so, then they would have been right to lose most of their market share fighting online music and not launching Spotify or Deezer.
Kodak couldn’t can’t be reduced to a film producer manufacturer and wholesaler, which is and that’s exactly the mistake they’ve the brand made.
Actually, Nike is not a sporting goods manufacturer, but a brand that helps you in your sports journey.
Thinking like this totally changes a brand’s range of possibilities.for a brand and It actually enables the brand it to better integrate at best the consumer at the center heart of its strategy and tackle the collaborative economy.
10 years ago, most brands wondered how to integrate social media. and now, marketers must wonder about how to address the collaborative economy.
It seems like the collaborative economy represents an alternative economy, which is counter- intuitive for most brands.
However, it would be dangerous and vain to fight against it.
Some brands have successfully integrated this new economy it into their business model, using it at a different level.
But tThere has been was no content explaining how brands could manage this, at and this which is the reason why I’ve created a presentation with 25+ case studies, structured into 6 comprehensive sections:
4. Customer service
5. Internal collaboration
Without a doubt, the collaborative economy is the natural evolution of social media, further empowering the consumer. which brings a little further the consumer empowerment.