Winning in the era of brand experience

This article is part of a series of articles on winning in the era of brand experience. Read more.

“You merely adopted digital. I was born in it, moulded by it.”
- Bane

Most services I use regularly have been created by companies that were ‘born digital’. The rest, I either use because I’m too lazy or price-sensitive to switch. 

[The awkwardness of this reflection coming from someone who works in digital at a tricentennial business isn’t lost on me.]

Do companies that are "born digital" invest more in digital? From my vantage point, not necessarily. The investment being made by incumbents (certainly within the financial services sector) can be eye-watering.

So, what’s going on? Why aren’t digital adopters setting the bar for what good looks like?