Leading in Digital

BrandZ top 100 brand report  suggested  that all the top brands had a few things in common: investment in brand over product and price during 2009/recession and investment in social, as an enabler, for access or marketing.  Increasingly brands with a clear social strategy are the ones to watch and are the ones who consumers are engaging with.  We often get asked the question of what good looks like in digital and what is the blueprint for success.  The answer to this is always evolving but as a starter for 10 I think to lead in digital brands must be able to clearly articulate:

  • Their strategy for where content lives online (website/fan page etc)
  • How it gets shared – syndication, contribution, open graph to generate earned value
  • How it is made discoverable  – using Paid media
  • What is the consumer journey and experience
  • Which platform the content should be accessible
  • Have an appetite to change, test and evolve

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