6 principles brands are embracing to navigate digital disruption

Branding agency highlights six behaviours and attributes and the brands using them to find successful consumer engagement

There are six core behaviours brands are using to successfully navigate the impact of technology on human experience and consumer interactivity, Landor’s executive director of South East Asia and Japan, Simon Bell, claims.

Speaking at the branding agency’s ‘Man versus Robot’ breakfast in Sydney last week, Bell said recent research into how organisations play in an environment that’s digitally and customer-fuelled had identified six attributes brands have taken up to lesser or greater degrees.

The first, principles, is about aligning to a consumer cause and improving existing services. As an example, Bell pointed to Money Without Borders, a digital startup whose premise is to help consumers avoid steep international banking and money transfer fees by revealing these charges.

“The company is very open and principled about what it stands for and what others shouldn’t be doing,” Bell said.

The second pillar is adaptive, and for Bell, food delivery service, Deliveroo, is a great illustration of a brand doing just this. Not only has it partnered with premium restaurants that haven’t traditionally delivered food to at-home consumers, the company is also looking to embracing new product lines, such as alcohol, as well as emerging technologies to aid the delivery process, such as drones and driverless cars.

“Deliveroo is being quite adaptive in how it sees the world, but particularly how as a brand it’s trying to embrace the future, and it’s an interesting brand to watch,” Bell said.

Third on the list is open, and as an example, Bell highlighted sporting apparel brand, Under Armour. The brand invites other brands to use its fitness app technology platform, UA Record, that it has created, and there’s also a feature where users are alerted to local sporting matches in their area and invited to join.

“This is about using the app for building community,” Bell said.

Landor’s fourth pillar is responsible, or what many in the market now refer to as purpose-driven branding. Bell said a great example is online retailer, Zady, which is focused on reversing the fast fashion culture and increased consumer spend on more clothes at a lesser quality, by selling clothing that is sustainably and ethically produced. To do this, the brand is investing heavily in owning the full supply chain, from how clothes are made to how they’re sold and distributed.

Multichannel was the fifth common trait successful brands have embraced, and Bell suggested Nintendo’s resurrection as a location-based augmented reality game through Pokemon Go was a great illustration of a brand that has traversed multiple spaces. Prior to this, Nintendo had already been expanding out of its traditional video game space to offer toys, comics and TV cartoon.

“Nintendo has now embraced this world of augmented reality, location-based mobile engagement and it’s interesting to see what’s going on as brands start to use these new technologies,” Bell commented.

The sixth and final brand behaviour for Landor is global. Bell said Canada’s prime minister, Justin Trudeau, was a shining example of the power of global reach and engagement, and was quickly earning popularity not just for being a progressive leader, but as a brand “doing something interesting”, he said.

“We’re talking to brands at the moment about how we use those principles to work in this world of opportunity,”Bell added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

The blogs are really appreciable and one can trust the knowledge and information provided in the writing.The article you do produce on a ...

Prince Arora

5 brand strategy lessons from Gelato Messina

Read more

Thanks for sharing! Meet the Softcrylic team at Adobe Summit 2019. This team works with a broad range of clients helping solve complex bu...

Anderw Hagel

What Richard Branson has to say about experience delivery, leadership and disruption

Read more

Latest Podcast

More podcasts

Sign in