If you thought you were in charge of your company, think again. The brand is everything in today’s digital world, and brand loyalty is a key facet of that. But gone are the days of a simple business strategy: one in which communication was a one-way street. Now, technology has given business organisations the ability to engage with the consumer on a personal level, but it also means that the consumer often wears the pants in the relationship — and they decide whether or not to continue that relationship.
They demand a brand that is much more than a mission statement and a shiny logo.
The solution is IT innovation and proliferation, which can bring your brand closer to the consumer than ever — yet many companies still haven’t fully tapped into its full potential. This technology that enables “brand interactiveness” is adding to the complexities of business organisations. And products, transactions, and relationships will all have to be digitised to ensure that consumers experience the brand in the right place, at the right time.
But how do you ensure that that experience is a positive one? To learn how to build better brand relationships with your consumers, and for the top four factors that will give your business a competitive advantage, read my paper New Commerce: The Way Forward.