IAF Brand Culture: Intuitive Ecosystems

In science, an ecosystem is a complex set of relationships that sustains life. This is the metaphor for the Intimate Ecosystems brand in business. This type of organization surrounds the consumer with everything he or she needs to feel special and fulfilled.

Fulfillment is the core competence for the Intimate Ecosystems organization. As noted, this involves the fulfillment of a customer need. But it also involves innovating products and services to reach their fullest purpose and potential. Another form of this is providing the market an ecosystem that empowers a customer’s ecosystem. For example, Etsy is an online marketplace for handmade goods by “makers”. Etsy’s vision was based upon allowing any maker to be successful from home through an ecosystem of features.

In another example, Apple has dominated the electronics market by offering an intuitive digital ecosystem through platforms like iTunes and hardware like the iPod, iPhone and iPad. Cirque du Soleil, provides an ecosystem in a different manner. Instead of a traditional circus where the audience focuses on one specific act, patrons are treated to a creative ecosystem of acrobatics, dance and other feats of visual stimulation. One can pick where to place their attention.

Other examples of the Intuitive Ecosystems brand are:

  • Starbucks
  • Etsy
  • Wordpress
  • Marvel Comics