For over twelve years we've been working with global brands to create campaigns that harness new technology to shift human behaviour. This led us to explore brands as a service.
The majority of our lives are powered by software platforms like Google and Facebook: companies that provide services to consumers through technology. This gives them the ability to scale infinitely, morph their services to support all our needs, continually improve their products and permeate our lives in a much deeper way. For consumers it provides freedom, access, information and the ability to connect with people at scale.
We believe that it's going to become increasingly hard for brands to stay relevant by only selling their physical goods without also creating useful services that consumers invite into their lives. They too need to become a relevant part of people's lives by creating services that are meaningful.
What these companies have done successfully is create scalable technology and services that are interfaced through human-like interactions that can be activated by touch, sight and voice -- while listening and learning at every stage.
The learnings from each of these user interactions is possibly the most powerful and important parts of becoming a brand service. We believe this will build the brands of the future.
You can think of 'brain,' that controls these inputs, as the Brand Brain, or Brand as a Service.
Let's look at some best-in-class examples.
Spotify is an API for Music, running across Slack, Xbox/PS4, A.I. playlists and scannable Codes which embed a digital service into the real world
Monzo places the control of your money in your hands with Public API, money management, in-built messaging integration with Nectar and TfL.
Lot 2046 is a subscription-based service which distributes a basic set of clothing, footwear, essential self-care products, accessories and media content for a flat fee of $49 - $299 per month.
Domino's Anyware lets you order a pizza from any device: web, SMS, Twitter, PS4, Messenger, Zero-touch order, Smart TV, Car, Smart Watch, Phone, Alexa and Google Home.
Uber is an API for Transport, available on Slack, Voice and 3rd party platforms, as well as offering food delivery and loyalty services such as Uber VIP.
It may not be immediately evident to you how you can be the next Spotify or Monzo, but our experience lies in using new technology to create a lifestyle utility. Ultimately this will drive engagement across all your consumer touchpoints. Adding value to your customers lets you in turn add value to your brand and business while safeguarding your future success.
Three important questions for brands:
- How does your brand purpose translate as an accessible service?
- How will you integrate with other brands and 3rd party platforms?
- How are you being loyal to your customers rather than vice versa?
We work with brands to move them from driven by goods to powered by services. We call this moving from Alpha to Beta. Over the coming weeks, we're holding a series of events to discuss Brands as a Service. Contact George Read for more information: