BXP - April 2017 - 47

THE DEBATE

47

That's obviously not that way it is anymore.

share those proof points. Because again, it's

The word you used earlier is exactly correct

about engagement. If I, as a consumer, am

here, engagement. It's ever more apparent

hitting that accept thing at the end of that long

now that companies do not really control their

winded legal-ease notification on my iPhone

brands. They are guiding the development

or my Samsung, I'm expecting something in

now, because you and I control their brands in

return. So make sure you get me something in

our pockets. We have devices and connections

return. Doing this is no longer a differentiator

to the ship that is the brand.

for folks, it's becoming table stakes.

Successful business leaders are using the data
to quickly get out their products or services.
They allow their customers to engage with
their brands more quickly, more robustly if you
will. They are working to create those opportunities to get data quickly, and they are focusing
on pushing the creation of the products and
delivering those innovations.
These leaders are trying to figure out, "How
am I going to get people to engage with my
brands more? Because that's how I'm going to
get people to try my products more often and
actually create a stronger brand going forward." It's really about partnership between the
brand and its loyalists now.
Alfred, your answer makes me rethink the
question about how can marketers use data
as part of the brand's storytelling device. Is
the story also about the data collection and

"I do think
that the
future is
dependent on
individuals-
you, me and
also all sorts
of consumers
and shoppers-
to agree to
the use of data
to make our
lives and our
experiences
better."

How can marketers and designers create programs that deliver better collaboration with
everyone involved, including data scientists
and consumers?
When I first joined Interbrand, I'm going on my
12th year with Interbrand, I had this conversation during my second significant project
on which I had a leadership role. I was in the
Dayton office, and we were partnering with
our New York office. When I presented some
data to a senior strategist in New York, he
responded, "I could have told you that before.
That's what I already thought." I remember
then telling him, "Yes, but you didn't know.
Now, you know. Now, you know this data is true
and so now that you know that it's true, you
can now think about designing those experiences because the data is true. We can now go
create the strategy."
How do we create branding and marketing

collaboration processes, themselves?

programs that encourage more engagement,

It absolutely is. Data feeds very much into the

encourage more interaction and encourage

brand story, data feeds very much into what we

more collaboration with the customers?

say and do strategically, and can be that key

I was just with a client right before this meet-

case for actually helping people understand

ing, and they are in the growth business. They

that we can deliver against what our promise

have to be in the growth business.

is. It's really important.
Their CEO is a long-time CEO, and this is either
I will add that brands, companies and organiza-

a Fortune 10 or 20 company. This is one of the

tions have to measure and collect the data post

largest companies in the world. It's one of the

experience, so that the brands can actually

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Table of Contents for the Digital Edition of BXP - April 2017

Bxp - April 2017
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: Spicing It Up
Going High End
Makeover Challenge 2017
Using Design to Engage From Screen to Shelf
The Debate
The Toolbox: Technologies That Speed Innovation and Optimize Marketing Solutions
Index of Advertisers
The List
BXP - April 2017 - Intro
BXP - April 2017 - BB1
BXP - April 2017 - BB2
BXP - April 2017 - Bxp - April 2017
BXP - April 2017 - Cover2
BXP - April 2017 - 1
BXP - April 2017 - Contents
BXP - April 2017 - 3
BXP - April 2017 - 4
BXP - April 2017 - 5
BXP - April 2017 - Editor’s Letter
BXP - April 2017 - 7
BXP - April 2017 - The Scene
BXP - April 2017 - 9
BXP - April 2017 - 10
BXP - April 2017 - 11
BXP - April 2017 - 12
BXP - April 2017 - 13
BXP - April 2017 - Chief Experience Officer Series: Spicing It Up
BXP - April 2017 - 15
BXP - April 2017 - 16
BXP - April 2017 - 17
BXP - April 2017 - 18
BXP - April 2017 - 19
BXP - April 2017 - Going High End
BXP - April 2017 - 21
BXP - April 2017 - 22
BXP - April 2017 - 23
BXP - April 2017 - Makeover Challenge 2017
BXP - April 2017 - 25
BXP - April 2017 - 26
BXP - April 2017 - 27
BXP - April 2017 - 28
BXP - April 2017 - 29
BXP - April 2017 - Using Design to Engage From Screen to Shelf
BXP - April 2017 - 31
BXP - April 2017 - 32
BXP - April 2017 - 33
BXP - April 2017 - The Debate
BXP - April 2017 - 35
BXP - April 2017 - 36
BXP - April 2017 - 37
BXP - April 2017 - 38
BXP - April 2017 - 39
BXP - April 2017 - 40
BXP - April 2017 - 41
BXP - April 2017 - 42
BXP - April 2017 - 43
BXP - April 2017 - 44
BXP - April 2017 - 45
BXP - April 2017 - 46
BXP - April 2017 - 47
BXP - April 2017 - 48
BXP - April 2017 - 49
BXP - April 2017 - 50
BXP - April 2017 - The Toolbox: Technologies That Speed Innovation and Optimize Marketing Solutions
BXP - April 2017 - 52
BXP - April 2017 - 53
BXP - April 2017 - 54
BXP - April 2017 - Index of Advertisers
BXP - April 2017 - The List
BXP - April 2017 - Cover3
BXP - April 2017 - Cover4
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