The impact of digitisation on corporate identity
Brand guardians need to have a clear understanding of how the brand lives on various platforms
18 May 2020 - 08:00
What is becoming apparent in this new digital world is that the traditional approach to corporate identity or brand systems and rules is becoming defunct.
A traditional style of brand management meant that brands had very firm and non-negotiable controls around what they stood for and how they were perceived. These rules were largely static and cast in stone, subject only to periodic review. That’s no longer possible in a digital world, which requires brands to be present on multiple platforms at the same time and answering to the fickle needs of their consumers daily...
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