Chapter 5The Digital Service LaunchpadPrinciple Five: Redesign value delivery.
Each of the companies that lead the way in Functional Integration—Amazon, Apple, Google, and Nike—has a clear brand purpose, one that resonates with consumers and is reflected by its ecosystem. Amazon stands for customer-centric shopping. Apple stands for exceptional computing experiences. Google stands for organizing the world's information. Nike stands for outstanding athletic performance. All four of these companies have used their respective brand purposes to inform the design decisions necessary to deliver on the first four principles of Functional Integration. In order to contribute to the creation of value through utility, multiple contexts, and synergy, ...
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