Locating a brand’s core purpose isn’t just jet-fuel for content and social, it inspires everyone.
In the beginning, digital and social were afterthoughts. Considerations at the end of a long chain and always poorly defined and architected as a consequence. And always unable to fix and optimise the underlying problems that these new forces had helped to expose. After 20 years in the business I see a clear trajectory for businesses and it is headed only in one direct. Digital media sitting at the core of a brand, helping to locate and clarify or invent a truth that glues the organisation together with their employees, collaborators and ultimately with their customers. Seeing this inevitability is incredibly empowering as simplifying and dynamising a businesses’ core story greatly invigorates the whole mix, from communications to service conception and design, to the underlaying product itself. I will be exploring this area, sharing some case studies and suggesting some steps forward to embrace this future.
