You might have wondered how branding has changed in the digital age, or how branding in post-digital is different to pre-digital?
Well, one of the easiest, although slightly broad-brush ways to describe the difference is that in the pre-digital era brands have predominantly been built based on advertising campaigns = communicating promises. Today, in the post-digital age, brands are build through exceptional customer experiences = delivering against your promises.
In a world of social media, likes, stars and rankings, it counts less how well you communicate your brand promise, but if you really live up to it and deliver against it – offering exceptional value to your customers.
Sounds easy. But, as we all now, action is a much tougher currency than words!