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Career Corner: A Monthly Executive Search Firm News Article Series.
Technology Transforming Branding
October 1st, 2007
In this technology-driven economy, corporations must
be ready to transform its marketing strategies to maximize
the branding potential, thus reaching the largest clientele.
"Technology is transforming the way brands and
customers interact," according to Yuri Radzievsky. "Wired.
Networked. Multiplexed. Call it anything you want. ....
Marketing must adapt, or your brand will wither.
Radzievsky, chairman and CEO of the marketing agency
GlobalWorks Groups, LLC, advises executives across industry
to formulate a plan to approach technology-driven branding
by considering the following:
1. Everything a corporation does as an enterprise or
brand can be observed and published to the world on the
Internet. Transparency through technology can be a hindrance
and an aid to market branding. My making use to the available
technology, such as corporate blogs on technology, consumer
issues and future plans, corporations can take control
of their own branding, Radzievsky advises.
2. As technologies converge, consumers and brand marketers
are finding new ways to communicate and interact. One
example being the phone.
"The phone turns passive customers into engaged
brand loyalists," Radzievsky said. "It can
involve them in brand-based games, challenge them to
create commercials for brands, bring them together for
brand-sponsored events, galvanize brand feedback, energize
brand sharing and transform your brand into a powerhouse
of convergence."
Other examples of technology-driven branding that consumers
can take personal stock in include such innovations as
personalized M&Ms, cars and trucks custom built online
from Ford, Honda and General Motors, custom clothing
and shoes at Land's End or Converse, among others.
3. Measurement drives branding in a world of convergence
and networks, according to Radzievsky.
"Web-based ads provide almost instantaneous feedback
about what works and what doesn’t. Technology tracks
keystrokes and follows a person’s every move on
your Web site," he said.
“Soft data can tell you quickly if your brand
is in trouble or thriving, based on customer reactions
and opinions. .... Ultimately, listening to such brand
currents and countercurrents may be more valuable than
anything brands may say about themselves," he said.
4. Leadership and innovation are essential elements
to the new world of branding.
Sales and marketing executives must work together to
embrace technology and leverage brands to the fullest.
"Your role is not only to encourage use but also
to nurture an environment that rewards experimentation," Radzievsky
says.
5. It's important to stay on top on technology-driven
branding.
“You may feel disconnected from technology. … Watch
your children or grandchildren as they use technology
to connect with peers and products. There’s no
science to this, but they are a leading indicator. Things
trickle up in the new-media marketing world, not vice
versa,” he advises.
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