A couple of months ago I decided to start Digital Brand Discussions - series of articles that I hoped will be able to add value to people in Brand and Digital roles. I felt the need to write, as it seemed at the time (and still does) that people don't really have enough resources available on topics such as Brand and Digital and the relationship among the two, impact it will have for consumers but also for companies. Discussion should be just that, an openly discussed concept or and idea that can, but by all means does not have to be true, and most of all an invitation to a critique on it that builds the discussion and knowledge, broadens the perspective, both for the author and the reader. What is a Digital Brand and Why Should your Brand be a Digital Brand, what I see as the difference between Brand on Digital vs Brand through Digital concepts and how it could be used as a critique model for your Brand.com and in general investments in Digital and What does it take to become a Digital Brand are some of the articles I wrote in effort of soothing the Corporate Digital Anxiety for Brand HQs.
Brand metamorphosis enabled by digital
This time I wanted to expand on the topic of Metamorphosis to a Digital Brand.
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 their 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 on the bandwagon of a 'new' hype. Metamorphosis is not new. It's ancient.
Second reason lies in its definition: 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 although lot of companies want you to think so, it will not happen by magic or 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 is why it is hard for most Brands.
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 digitally-enabled and consumers are digitally-enabled, what about your culture, for example?
A Digital Embryo of Brand Metamorphosis
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