WHAT IS A DIGITAL BRAND ?
“ It is virtually impossible to segment a traditional brand from a digital brand today because social media and the internet are ubiquitous ”
— Michele Morelli , EVP , Global Marketing Strategy , Toluna
THE IMPACT OF COVID-19
Thanks to COVID-19 , the adoption of digital that would have happened across all industries in a five to 10-year period happened in six months . Essentially , COVID-19 has stolen companies ’ time to prepare for this development . Combine that with the latest and greatest trends which are personalisation , being human and being socially responsive and my advice would be : be yourself and don ’ t try to play an artificial game .
Jesko Perrey , Senior Partner at McKinsey & Company
WHAT IS A DIGITAL BRAND ?
JP : ‘ Digital brand ’ can often be misleading because too many companies think that it ’ s simply doing what you already do but using digital channels . This is much more about a mindset . A digital brand is a brand that anticipates and is responsive to their customers ’ needs . To do this at scale , companies rely on flexible technologies , comprehensive data sets , and advanced analytics . Given the profound shift to digital during COVID-19 , every brand needs to be a digital brand .
MM : There are two ways to look at digital brands . One is a brand that exists solely within the ecosystem of the digital environment . Huffington Post and Twitter are both digital brands . The other , and more interesting , perspective is digital brand as part of a ‘ traditional ’ brand ’ s identity and strategy that acknowledges and leads with the importance of its online presence , user experience and
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