Brand algorithms and social engagement in digital era

New digital technologies are transforming the society we live in. The large amount of data available in companies, business ecosystems and in the overall society requires the adoption of algorithms also at the brand level to be investigated and leveraged. These algorithms make the brand experience more reactive, interactive and automatic. Furthermore, they not only improve the engagement of the consumer to the brand but also that of other business actors and cultural intermediaries that interact with it. This leads to three types of managerial outcomes: an increased co-creation of symbiotic value at societal level, an increase in the cultural meanings of the brand in the technological processes of consumption (technoculture) and an increased servitization of the same brand platforms. We propose a conceptual model of a spiral brand platform.