Google, Walmart partner to fight Amazon in voice shopping.
Facebook, Amazon partner to take on Google on its ad network.
Apple, Disney partner to aim at Facebook and Snap on video sharing.
Snapchat, Time Warner partner to take on Netflix on original content.
Walmart, Uber and Lyft partner to take on Amazon on grocery delivery.
This is the real Game of Thrones. Big brands are working with others who might not like or are entirely different from them to win.
This is winner take all economy, where one or very few companies tend to dominate a category or industry.
Every business is a digital business.
Today, we have four core brand systems; Apple, Facebook, Google, and Amazon.
You are either part or out of the system. Your alliance could make or break your brand.