Friday, October 06, 2006

Brand Ecosystems

I've spoken of the brand ecosystem that Apple provides -- that they stock directly competitive products right next to their own. This tells consumers that Apple has their best interests in mind and is happiest when their customers are happy. This is where the power of the Curator Effect is best leveraged. When consumers trust a brand's authenticity, they look to it in ways that extend beyond its single product category. What other brands have the confidence to share the brandscape with competitors (beyond the obvious private label offerings of retailers)?

Progressive Auto Insurance


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