Agile, Fast & Iconic: The Future of Brands

Sören Stamer, CEO

Sören Stamer

Let’s talk about the future. Because we all have to live in it.

Without a doubt, things will be pretty different – not just different from today but also different from what we expect them to be.

But some things seem obvious these days:

A few years from now, cars will drive autonomously. If you’ve recently been in a Tesla then you’ve already gotten a taste for that.

We will pay for everything with our phone. Just look at China, where 92% of the urban population uses mobile payments. As well, one of our own customers successfully sells high-end luxury items – some with price tags of over a million Euros – through mobile apps.

We will primarily talk to digital devices. If you have kids and a smart speaker you’ve seen it for yourself.

New iconic symbols will hit us harder and faster than ever before. Had you heard about Alexandria Ocasio-Cortez just a year ago? Or Greta Thunberg?

Playing online games will become very serious business. The Fortnite World Cup has made some teenagers very happy.

Surfaces will turn into smart screens. The Times Square phenomenon is spreading everywhere – to public spaces, retail stores, subway stations, trains, and even our homes.

Our digital surroundings will instantly adjust to us. It’ll be just like that famous scene from Minority Report – but hopefully more useful than creepy.

We’ll be able to get any service in our own language. Because the most important thing is to be understood.

Rising collective awareness will change global behavior. Think about those movements: #MeToo, #BlackLivesMatter, #FridaysForFuture, #GreenNewDeal

Superior customer experience will disrupt markets. Most people never move their bank account. But with N26 in Germany, Revolut, and other mobile banks providing superior customer experience that will change. And Apple Card will take it to the next level.

Escalating customer expectations will put more pressure on every company. First it was three-day shipping, then two-day, then one-day, and now one-hour shipping. The companies that can provide even faster service will win.

Being iconic will be priceless. Forbes has named Kylie Jenner the youngest self-made billionaire in the US. All she needed was an iconic brand, seven full-time employees and four part-time helpers.

So, are you ready? Because the future is now. In fact, according to William Gibson, “The future is already here – it’s just not evenly distributed.”

And with that in mind comes my recommendation for marketers: To compete, brands need to be AGILE, FAST and ICONIC.

Because the pace of change will only accelerate. The world of business will spin even faster, information will be exchanged quicker, and trends will emerge more rapidly.

What this means is that CMOs need to have plan to enable their marketing team to become faster, more agile, and focused on iconic concepts that make a big impact.

They’ll need to foster the right mindset and culture. And they’ll also need the right tools.

Which is where CoreMedia comes in. We provide brands with the right tools to allow them to become agile, fast, and iconic. Because that is the future we have built CoreMedia Content Cloud for.

If you're at DMEXCO this week in Cologne, come see us! Our iconic booth is in Hall 7, Stand C018. I'll also be participating in the BVDW panel discussion on power shopping: Sept. 11 at 5 pm.

Stage 1: Fragmented: Multiple Channels

You’re a digital dinosaur!

You have a beautiful website, but with fragmented digital experiences, you run the risk of extinction.

It’s time to evolve.

Your audiences want a seamless experience, no matter what's happening behind the scenes. When your experience is different or difficult, it’s important to start with the basics, such as cultivating a holistic approach to online digital experiences. Realign your teams, platforms, processes, goals, and metrics around a comprehensive view of the online experience. Focus on the end-to-end customer journey cutting across channels, desktop and mobile.

separate channels animation circle t-rex dinosaur square
Stage 2: Integrated: Multiple channels

You’re a fish!

Signs of exciting life are starting to form. Your DX is responsive and adaptive but it’s not quite personalized yet.

Keep swimming!

The integration of your brand content across every touchpoint (website, online store, social media, emails, apps, point of sale) creates immersive experiences. These flagship sites combine content-rich brand experiences with immediate conversion capabilities. Business teams and marketing are closely aligned. However, while the digital experience is responsive and adaptive, it’s not yet personalized.

Connect with an expert
Stage 3: Instant: Global expansion

You’re a crocodile!

You’re taking it global. Speed and scalability are key and just like a crocodile, you’re fast…but you’re clumsy.

Oh snap!

In this stage, the online digital experience becomes completely dynamic. You need content that is global, yet relevant, with plenty of local insights: Who is the user? Are they using a mobile phone? Is it raining where they are? Is it snowing? If it is, maybe they need warm, waterproof boots. All of this contextualized information creates a better user experience. With one global orchestration, you’re able to adapt everything, in whatever country or language you choose – while keeping turnaround times low. So keep evolving.

Connect with an expert
Stage 4: Dynamic: Real time personalization

You’re a lion!

You’re reaching more customers in more countries and languages than ever before, and now you’re finally hunting and collecting info with precision.

But you can do more to keep your brand roaring!

As you graduate to the Instant level, you’re able to rapidly update everything - not just in one language and for one country, but in 20 languages and for 100 countries. Speed and scalability are key, driven by the need to roll out global campaigns in all languages and all touchpoints and make updates in minutes or hours, not weeks. But there’s still more to do to reach nirvana.

Connect with an expert
Stage 5: Immersive: Elevated experiences

You’re Captain Content!

You’ve done it! You have opposable thumbs AND you’re saving the world with your seamless, elevated customer experiences.

You're a superhero in the digital space.

Your digital world and your physical world are blending together in the most complementary way possible. When shoppers visit your store, they’ll be greeted with their pre-selected products. Language changes dynamically depending on country of origin – it's like the whole store was set up just for your one specific customer.

In this final stage, your customer experience is truly immersive and superior, and your flagship store merges your physical and digital world into one, with a truly personalized individual experience.

Connect with an expert