In this moving world, the ability to use technology effectively and successfully is becoming more of an art. Creating a clear strategy for the online presence of a brand is more important than ever to reach the right people and send out the right message.
The growing transparency of brands is becoming more apparent- we read about brands, we hear about brands and we even manage to write about them ourselves thanks to a number of blogging outlets. It’s not just the best bits anymore either. It’s the good, the bad and the ugly. So does this mean that we don’t or can’t love brands in the same way that we used to before the information age exposed all? This point was raised during the panel discussion held at Moving Brands 13th Birthday last Thursday.
We held a discussion panel including Greg Johnson, Global Director at Hewlett-Packard, Stewart Roberts, the Global Director of Innovation at Barclaycard, menswear designer of the year and the man behind E.Tautz and Norton & Sons- Patrick Grant, Sean Krepp the Country Director Uganda at Grameen Foundation, Marcus Hoggarth- Design Director at Native Design and our very own Mat Heinl- Chief Creative Officer here at Moving Brands.
When a brand has nowhere to hide, how can they successfully communicate to use technology as a positive tool? Moving Brands twitter feed picked up on the difficulty for larger companies when it comes to online channels. “There’s companies out there now who have got so big that the agility which helped them grow is under threat #MB13”
Stewart Roberts, the Global Director of Innovation at Barclaycard raised some interesting points regarding the techy side of the banking world, “You can’t sell tech in banking- you have to sell the benefit through something visual and alive”. In an industry such as banking, the integration of technology is especially sensitive; whilst people are expecting technology to be applied, they cannot afford to alienate their existing customers. The fine balance of human and digital interaction along with a tangible story around the brand helps consumers trust in social and online developments.
Across the panel, there seemed to be a general consensus that the story around the brand is crucial to allow people to connect and trust it. Applying a real, honest and consistent story allows the brand to stand strong, even when it can be seen to be vulnerable when fully exposed, no matter the size or sector of the company. Given the breadth of industries represented on our panel, it was clear that this is something Moving Brands strives to do everyday.
So, what did we learn about the story of Moving Brands? That it all began 13 years ago in a grubby place called Shoreditch, with a baseball bat and Ghostbusters on VHS- how far we have come.