Brand strategy has transformed more in the last 10 years than ever before.
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As I reflect on the insight from The Experience Economy, I have to bring the context of the book into a 2020 mindset.
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There are some companies out there that are thriving despite the transformative landscape.
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Digital transformation is the process of re-designing your enterprise with the consumer at the center, all enabled by technology. It’s business planning 2.0.
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As we’re embarking into this new digitally-enabled experience economy, we wanted to bring some clarity to what is meant by the consumer experience in today’s marketplace.
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To grow into or maintain leadership positions, companies need to leverage these trends to their full advantage. Only by adopting a new perspective and mindset can a business grow to reach their full potential.
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The companies that are doing it right are finding long held consumer expectations and redirecting them to reduce friction and spur excitement.
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All elements of your digital strategy should fulfill the brand’s promise and benefit the brand-consumer relationship
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We’ve identified some of the core elements creating the disconnect between the brand promise and its fulfillment.
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All in all, brands are now built in the next release. All products or services are now digital, regardless of whether or not the physical nature of them is digital in nature.
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The entire idea of the “experience” has gone from a singular moment to a connected series of moments that not only build on top of each other, but create occasions of active sharing for the consumer.
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