Matt BrittonFounder & CEO powering AI-driven consumer insights

Building Brands On Top Of Platforms

Name: Building Brands On Top Of Platforms
Uploaded: 2019-01-15T21:26:41Z
Channel: Matt Britton
Description: Speaker argues that platforms (ex: Airbnb) reduce the importance of traditional brand consistency because individual listings vary widely, unlike hotel…

15 Jan 2019

Watch on YouTube

Speaker argues that platforms (ex: Airbnb) reduce the importance of traditional brand consistency because individual listings vary widely, unlike hotel chains (Westin, DoubleTree) whose consistent cues (beds, cookies) signal brand. The speaker proposes an opportunity: new brands will be built on top of platforms — for example, a certifying brand overlay on Airbnb that leverages the platform’s infrastructure and consumer data to create trusted, consistent experiences while the underlying platform remains in control.

Airbnb is kind of a step in the direction of the brand really not mattering because people look at Airbnb as a platform versus like Westin has their heavenly beds right and doubletree has their cookies when you check in those brands actually mean something to consumers. When you go to Airbnb every single house looks completely different. Every experience is completely different. And I'm not saying brands are gone forever. It's not a binary thing yet and I think that some brands could be smart about that. I think a big opportunity is building brands on top of platforms. If you could create a brand that goes on top of Airbnb so you knew it was certified by that brand well then you might trust Airbnb more. But the platform still exists under it. So I think a lot of the new brands are actually gonna be built on top of the platforms versus being built as a standalone cause they can leverage that infrastructure and just extract insights from the consumer that work.