There’s a brand in my digital soup

Jean-Luc Ambrosi

Jean-Luc Ambrosi is an award winning marketer and recognised expert in branding and customer relationship management. He is the author of the new book, Branding to Differ, a strategic and practical guide on how to build and manage a successful brand.

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Make no mistake, these discussions are valuable because they force us to think beyond our daily routines and revitalise our strategic thinking. In the best cases, these discussions can energise organisations to approach strategy with a new set of lenses and reassess their business models, their offerings, their unique differentiators and most critically, how these will affect the value proposition of their brands. 

The main issue that organisations face during this period of reassessment relates to the scope of the thinking. Too often, work is limited to technology and digital outcomes. The issue with this limitation is that in most cases technology is not the disruptor; it is the harnessing of this technology into a palpable and attractive value proposition to a defined target audience that is the disruptor.

In other words, it is the possibility offered by technology to steer, change, evolve or create new brands that needs to be addressed.

While it is obvious for most organisations that leveraging technology needs to be steered around the goal of improving the customer experience and driving operational efficiencies, they must also question what opportunities and threats this brings to their brand.

Kodak is a well-known example. It could have improved its customer experience and its operational efficiencies a thousand times, but this would have never been sufficient to counteract the tsunami that digital represented. It missed the opportunity to leverage the enormous brand reputation it had built with customers to expand to other areas.

The Kodak brand DNA was about innovation, it produced the first mass market camera in 1900 with the slogan ‘You push the button, we do the rest’. It is ironic to think this slogan could still be utilised today, especially when you also know that Kodak created the first digital camera in 1975. Not only was the company unable to foresee the value of its own innovation, it failed to do so because it got too attached to its chemical products and not enough to its brand DNA.

We must constantly assess this risk for our own organisations. Are technology and digital changes being driven in isolation to the brand evolution? Is the brand relegated to a small inconvenience, a ‘hair in the soup’?

Forgetting that brands are about driving emotions and that emotions are the main driver of the purchase decision-making process could be death of us all. 

Tags: digital disruption, marketing strategy, brand strategy

Show Comments

Featured Whitepapers

State of the CMO 2019

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

More whitepapers

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I should check these guidelines. I think it's important for me. Thanks for the info!

Juana Morales

IAB releases social media comment moderation guidelines

Read more

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Latest Podcast

More podcasts

Sign in