This blog post is the third and final part of my blog post series on 3 digital trends that will shape the future of marketing. In the first part I discussed the idea of the Post-Digital Disruption Society and in the second part I explained why we need Smarter Local Branding Experiences. And in this final part I will discuss the concept of Digital Minds & Analogue Hearts.
Digital Minds & Analogue Hearts - as a futurist I believe that the two worlds are not mutually exclusive but rather that there's an innovation sweet spot in the middle where adaptive leaders and adaptive organizations are positioning their brands as the bridge between the analogue and digital - of course - this place is the Digilouge.
And the question is when we move into the digital world very deliberately, how do we make sure that we don't throw the analogue baby away with the digital bathwater? Now I will give you some tips and a couple case studies here to show you how to do that.
An example of a brand that has managed to combine tradition and technology is Victorinox, the famous Swiss manufacturer of Swiss Army Knifes. I blogged about this case study before in the blog post called Digilogue, digital natives and the future of retail (Pt. 2), but I think it's worth mentioning again. The heritage Swiss brand decided to digitally amplify how its Swiss knives have been used by its clients over 125 years in meaningful ways. They turn their clients into heroes, and as a result showed the brand as a timeless enabler of adventure and solver of problems – and the story was told in a way which engaged both digital minds and analogue hearts.
Another intriguing example of a brand that has managed to engage both digital minds and analogue hearts is Burberry. I especially like the idea of what Burberry is doing in 121 Regent Street, where they redesigned the physical bricks and mortar space with the aim to create the most interesting and most heritage focused space.
They asked themselves the question; how do we bring Burberry.com, which defacto is the brand touch point that most consumers around the world come in contact with into the physical store. So, for them, the experience looks like something like this. You walk into the physical bricks and mortar space instead, there's very much a sense of heritage of brand, connection of hearts and minds. Yes, the physical space is impressive but when we walk in there to buy a new Burberry bag, it's about really seeing Burberry.com come alive seamlessly in the store. We still get a sense of the kind of artisanship through digital mirrors, digital imagery. We can engage with digital magic mirrors. We still get told the brand story of artisanship, craftsmanship and of doing something with your hands. We see how that bag comes alive, how it fits into the rest of our wardrobe through the digital information that they have about our profiles there. In addition to this all the sales staff or the associates walk around with mobile interfaces and they can take your payment anywhere.
We are now seeing a mobilization of our rational minds and the fact is that we need to create more value with new digital business models and more value through smarter local branding experiences.
The visualization above is our Seamless Strategy Map which illustrates the wide range of brand touch points that is at your disposal. Bare in mind that Digilogue may just be that seamless integration where your brand successfully helps, both, your analogue and digital customers find their way. And keep in mind that your brand can be relevant even in an increasingly digitally disrupted world.
Check out the Slideshare presentation below for further information.
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