Protect the brand from commoditisation

This article argues that brands need to keep their identity dynamic by focusing on personalisation - instead of commoditisation - and connecting with consumers on an emotional level.

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...

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