Brand Positioning of the Future

In the future, existing platform enterprises and multinational retail companies will transform into ecosystems that will capture a significant market share in the coming years. At the same time, category specialists and independent players will position themselves by showcasing their strengths as local, purpose-driven organizations.

Omni-channel organizations will need to focus on providing a seamless experience that maintains the brand’s identity across every channel. This type of positioning will be convenient for many retailers, with competition centered on value being fierce.

In the future, platform companies are expected to take another step forward by offering their capabilities directly to other retailers "as a service."

Brand as a Service

Essentially, such partnerships serve as ready-made "white label" solutions, providing retailers with a quick, proven "turnkey" option, enabling them to grow and scale without investing significant capital in developing their own solutions.

Brand Research

Amazon, the world’s largest online store, was one of the first companies to apply a platform approach, offering retailers a platform to promote and sell their products, as well as its own warehousing and delivery capabilities. The product and brand analytics gathered by the company not only allow its partners to optimize their assortment but also help Amazon launch new in-demand private label brands.

One of the directions that ensure consumer loyalty is the Prime program. Initially, it was a paid program for fast delivery that also offered early access to promotions. Today, it includes a variety of entertainment services: music, books, games, and more. Amazon also releases devices that serve as access points to its product offerings.

At Electric Brand Consultants, we have extensive experience conducting research that enables us to create positioning that perfectly meets the client's needs.