Article
Think Brand? Think Phygital
Surprise! If you haven’t heard, the concept of ‘digital’ is dead. Whoever is still muttering about digital transformation hasn’t understood that digital is not a separate universe. There is no digital strategy, only brand strategy. There is no such thing as e-business, just business.
The problem with compartmentalising your brand’s touch-points into physical and digital dimensions is simple: it doesn’t reflect customer reality. Your brand is an emotional promise that needs to be delivered wherever and whenever your customer meets it. They don’t care if that means an app in the morning, a retail store in the afternoon and Facebook in the evening. Your customer connects the dots physically and digitally. It’s time you do, too.
It’s time to tear down the silos. Companies and agencies alike, look across the aisle. Look to the other department. Start thinking about when and where your brand is relevant in people’s daily lives. And then, build your brand experiences around that.
Think phygital. Do phygital. Because it is the Now.
by Martin Stadler and Steven Cook
