I chose the word 'Metamorphosis' for two reasons :

First, I hate the word 'transformation' as much as a word 'digital agency' and many other commoditised words that lost meaning. This, inflation of words, I see as a byproduct of technological advancement which exposed people's innate insecurity when it comes to new things compelling them to jump and bandwagon on 'new' hype. Metamorphosis is not new. It's ancient.

Second reason lies in its definition which states : Metamorphosis "(biology) A change in the form and often habits of an animal after the embryonic stage during normal development. (e.g. the transformation of a caterpillar into a butterfly or a tadpole into a frog.)". Metamorphosis is an element of evolution and it is part of our world and part of who we are and what surrounds us. A caterpillar turns into a butterfly through metamorphosis - similar will happen or should happen to brands via digital. Those that go through it will flourish, others that don't will end their lifecycle there. There is nothing too scientific around it, nothing technological and though lot of companies do want you to think it will not happen by magic or some sorcery (also one of the meanings of the word Metamorphosis). You either have the evolutionary ability to change, evolve and morph within your company or you don't. It is not something people can do for you and that why it is hard for most brands.

In order to become a digital brand you have to dig deep to your core

In order to become a digital brand you have to dig deep to your core - everything from your HR practices, KPIs, culture, to your finances and strategy, but most importantly people and ask yourself how are their (your) core competences - skills, processes, tools aligned with your digital environment?  Market is digital enabled and consumers are digital enabled how about your culture for example?