Following up on previous Digital Brand Discussions, I've discussed topics of "Why should your Brand be a Digital Brand", reasons why I thought Digital Brand Discussions were well needed, and I'm going to tackle a question of Brand on Digital or Brand through Digital. Is there a difference between these two terms and does it go beyond semantics?
A Digital Brand Experience?
The reason that I've asked myself about semantics is the fact that I have noticed that there wasn't a clear line or a definition of what constitutes a Digital Brand Experience and which one rightfully is and which one isn't. For that I guess we need to go back to basics.
Brand Experience is our experience of a certain brand and its personality. We engage with the brand (digital means) or brand engages with us (traditional means) to shape our experience of the brand. Following up on that one would come down to a human sensory capacities, emotional and cognitive resources. Basically we experience the brand through our senses of sight, smell, touch, taste, and hearing. We process the information cognitively and emotionally while emotional being the preferred method of brand information processing. So there we have it. How does this relate then to Digital Brand Experience?
Well, basically, it comes down to juxta-positioning these two, perhaps even three, concepts and elements
a) sensory capacities
b) cognitive and emotional processing
c) digital tools and means (technology)
So, one could argue that ability to feed human sensory impulses through digital means at the moment is prevalently being done through the sense of sight and touch as we view the brands and brand content (on digital touchpoints) - and some we touch (click, tap, swipe) on the devices we use. Hearing and sound has been somewhat underused, while taste and smell hasn't been yet digitalized, thus hasn't been used.
Brand on digital (visually)
But I would argue most of the brands are addressing just human sense of sight using digital to communicate their brand (values) and content. By that I mean that brand translation to digital has been prevalently visual so far. We create a mobile page and we call it a brand mobile page. Thought we fail to analyse how we translated brand values and which ones exactly and communicate those to consumer's senses and which through that digital touchpoint. Moreover has the communication (a two way process) been successful? Do we bother to think, attempt to measure or we're just "spraying" brand visuals?
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