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Traditional firms feel the heat from the exploding businesses of platforms and look to become one themselves. Platform businesses are all about participation and should be about positive relationships – desirable ingredients for strong brand equity. However, many platform brands are not used because we like or respect them. How can traditional brands get into the business of platforms and how can one get platform branding right? JP had a discussion on the subject with Erich Joachimsthaler at Vivaldi Group. Continue reading
