The Big Debate: Is becoming an ‘ecosystem’ brand the only way to win customer loyalty?

By offering a smorgasbord of different services under a single umbrella and streamlining the customer experience, ‘ecosystem’ brands are proving to be some of the most valuable companies in the world.
Google, Apple, Microsoft and Amazon – the top four brands in Kantar Millward Brown’s 2017 BrandZ ranking – fall into the ecosystem brand category, each of which connects with consumers across a number of different touchpoints making them highly desirable