As we reflect on the past decade, it's evident that technology brands have spearheaded the creation of brand value. Ten years ago, the likes of Coca-Cola dominated, but today, the five most valuable brands globally—Google, Amazon, Microsoft, Apple, and Samsung—all hail from the world of technology, boasting a collective brand value exceeding $1.4 trillion. They create value from innovations. They come to life through interfaces. They speak through their actions and their owned media.
But most frameworks for building brands date from the age of packaged goods. We’re using Tony The Tiger tools to navigate digital worlds. What if we understood brands as Operating Systems - more adaptive to the world, with underlying codes of purpose, design, and technology? And with the applications of products, experiences, communications, and relationships that build on Operating Systems?
As the world becomes increasingly digital, agency R/GA has codified its approach to brand building, introducing a refreshing concept — treating your brand as an operating system. At this year’s Cannes Lions, R/GA’s Tiff Rolfe (Global CCO) and Tom Morton (Global CSO) introduced a new model for designing brands in the digital world. Below are its main principles.
The Shifting Paradigm: Brands as Iterative Works in Progress
R/GA asserted that the traditional notion of a brand as a finished work of art, akin to a "brand bible," is outdated. Instead, the agency proposed a paradigm shift: brands are now seen as iterative works in progress, constantly evolving entities that require the collaboration of many. The need for a model that can adapt and scale is crucial.
In computing, an OS is the core program that serves as the interface between the platform and the user. It guides the internal operations, like the processes and software. It enables applications such as programs and apps to build on it. And it enables those applications to work together. R/GA proposed that we can switch out the word “platform” and think of a “brand” as the interface between a business and its users. The core program is the brand definition, the foundational design elements, and the basic technology underpinning everything. The internal operations are the company decisions. The applications are all the things built on it: products and services, membership and experiences, communications.
Lessons from Case Studies: Nike, National Bank of Kuwait, and Android
The transformative power of building brands as digital entities is clear in R/GA's case studies. In the case of Nike, the brand operating system goes beyond aesthetics; it permeates the entire user experience. “We’ve been speaking about Nike as an operating system for some time,” Morton said, adding that it was Nike’s willingness to embrace technological innovation to create value by launching products such as Nike PLAYlist, Nike Sync and the Nike+ FuelBand that “really gave us a perspective on how we can build brands differently”.
“In a world defined by interfaces and experiences, a brand should be driven by its builders,” Rolfe added. “We need an open-ended design system that allows other people to build on it.” The incorporation of technology platforms opened new avenues for brand expansion, contributing to Nike's status as the world's most valuable sports brand.
Applying the Principles: Purpose, Integration, Collaboration
The principles of a brand operating system go beyond technology; they reshape the culture of brand ownership. R/GA emphasised the importance of purpose, urging brands to move beyond borrowed interests and align purpose with core business actions. Integration becomes paramount, breaking down silos and fostering collaboration between marketing and product teams. The result is a dynamic and intersectional approach that acknowledges the equal significance of brand story, user experience, and technology.
Enabling Others to Build: The Liberating Toolkit
One of the standout principles is the idea of enabling others to build. R/GA advocated for a less controlling culture, allowing your brand to manifest itself in diverse ways. A brand that others can build becomes truly valuable, moving away from rigid rulebooks to liberating toolkits. In a world defined by interfaces and experiences, a brand should be open to interpretation and construction by a diverse array of contributors.
Embracing Open-ended Design for a Dynamic Future
In the ever-evolving landscape of technology, designing brands is becoming more open-ended. The traditional templates for web pages are now outdated as brands venture into uncharted territories like voice agents, haptics, and generative AI. R/GA noted that a perfect, unbreakable system won't propel brands into the future. Instead, an open-ended operating system designed for others to build on becomes the key to navigating the unknown.
The Future: Brands as Open-ended Operating Systems
As we delve into the era of AI and unprecedented technological advancements, the potential of brands as open-ended operating systems is just beginning to unfold. R/GA's vision, presented at Cannes Lions, sets the stage for a future where brands don't just adapt to change—they drive it. The operating system metaphor, once confined to the digital realm, now serves as a beacon for brands navigating the intricate intersection between technology and identity. In a world where uncertainty is the only constant, the brand operating system emerges as a dynamic, adaptable, and limitless force shaping the future of branding.
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