From Partnerships to Experience Ecosystems

As consumers grow ever more inundated with choice, FMCG brands face a double challenge: how to transcend traditional industry boundaries, and how to reinvigorate both customer experience and brand perception in the process.

Drawing on research and advisory work by Evolution Ltd with Lavazza, this piece identifies three strategic paths available to companies, ranging from innovation within existing boundaries, through cross-industry collaborations, to the building of full experience ecosystems. Each path carries its own logic, trade-offs and requirements, and knowing which to pursue is the first step toward a more compelling brand and customer proposition.

Read here.

Authors: Michael G Jacobides, Nikita Pusnakovs, Rene Langen And Yuri Romanenkov