Stepping Up Your Brand Game in the Platform Age: How to Build a Commoditization SHIELD.

The article discusses the challenges brands face in the platform age, where platforms often overshadow brand identities, leading to commoditization. The SHIELD framework is proposed as a strategy to help brands stand out and thrive in this competitive landscape. Strategies within SHIELD include showrooming, hyperfocused strategy, infatuated customer strategy, ecosystem strategy, loyalty strategy, and drip pricing strategy, each aimed at fostering direct customer engagement and preventing commoditization. The ultimate goal is for brands to cultivate a compelling identity that resonates with consumers and builds a loyal community, transcending platform boundaries in the digital age. [Extracted from the article]