Dive Brief: 

• Increasingly, offline brands are trying to partially redefine themselves as a tech platform in order to build brand loyalty. 
• For example, workout clothing company UnderArmour recently purchased mobile fitness app MapMyFitness in an effort to reach users of the app that align perfectly with its target audience. 
• According to Forrester analyst Melissa Parrish, "Marketing has taken this turn not just toward value but toward something people can accomplish, something they can do."

Dive Insight: 

Repositioning a retail brand as a tech platform is yet another example of adding value for the end user. Developing an app — or, in UnderArmour's case, buying one — gives audiences a way to directly interact with the brand. If the experience is a positive one, that can mean a huge marketing win.