Protect the brand from commoditisation
Jack MilesNorthstar Research Partners
In an era of expanding digitisation, with the exchange of products/services between brand and consumer more process driven, brands need to keep their identity alive by connecting on an emotional level and replacing commoditisation with the power of personalisation.
Digital growth has resulted in many innovations. Society now has increased communication abilities, greater information access, better sharing platforms, more commercial opportunities and multiple purchase channels, to name but a few of the benefits digital has given us. But is it all good news? Arguably not.
Digitisation has brought with it...