'Heritage Brands Must Become Digital or Risk Extinction' by zakoganian digitalbranding heritagebrands
meaning that, consumer attention moves completely towards digital touchpoints, in their shopping journeys.
For an industry as culturally rich and diverse as Food & Bev, making sure that our valuable cultural brands, with authenticity, craftsmanship, and philosophy, continue to remain valuable for future generations must be a significant goal. And, as is the case with almost all aspects of modern life, leading technologies offer most of the solutions to power the preservation efforts through the 21st century.
Embracing all these technologies and harnessing their power, groups like LVMH are right to begin investing in the digital domain. Mobile technologies are equally important since the vast majority of customer-centric companies focus on mobile CX and most businesses accept that innovative technologies play a crucial role in reaching their digital transformation goals.
The key takeaway for brand owners at this point, should be that going digital is no longer about taking e-commerce, or online advertising and sales, more seriously. Since the most recent socio-cultural shifts, the world is way beyond that point today. Hence, consulting agencies lining up with good intent to help sign their tech counterparts to create “digital fronts” for our brands might be missing the key point.
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