Brands have become atomised

Atomised brands take a less rigid approach to their products or services, enabling them to be highly distributed across different platforms and third-party services,

while keeping their brand identity. For example, Spotify appears within the Uber app, enabling consumers to stream their favourite music while being driven to their destination. Amazon has the Amazon Dash Replenishment Service, which enables manufacturers to ensure customers never run out of laundry detergent, dog food or toilet paper.

Whilst brands should continue looking inwards – building their own platforms and services, they should also look outwards and create branded partnerships with others.

Marketers are starting to incorporate atomised services into their branded applications, and in the future there will be many unexpected partnerships between brands, combing their services in new ways for their current target audience and to target new ones.