Digital branding: Find your digital zen

Danielle Simpson and Hillery Kemp

This article discusses the role of digital in branding, arguing that the objectives of branding are static whilst the means to achieve it are not.

Digital branding: Find your digital zen

Danielle Simpson and Hillery KempLandor Associates

Applying digital tools can be complicated and intimidating, but if companies think in terms of mobility, connectivity and accessibility when brand building, there is an opportunity for the brand to enhance the human experience.

Today's world has become largely dependent upon and increasingly defined by technology. Particularly when considering the habits of today's consumer, one would be hard-pressed to find ways in which they do not involve or relate to digital in some form. The omnipresence of screen addicts and media junkies is undeniable: tweeters, posters, Instagrammers,...

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