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One way to think about business strategy is to think about surfing waves. Every iconic brand and every successful hidden champion was able to catch a powerful wave at just the right time.

When you think of luxury, what comes to mind? A luxury car like a Ferrari or Lamborghini? Flying first class to Bora Bora? Or maybe it’s finally getting your hands on that Vitamix you’ve been eyeing since last Christmas.

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.

There is a fundamental tension that many organizations have to balance: pursuing efficiency on one side and being iconic on the other. This underlying tension has far-reaching consequences for brand executives and for technology strategy. And it shapes the related market for customer experience technology.

The first post in this three part series focused on the origin of CoreMedia Content Cloud and the ways it empowers brands to orchestrate iconic experiences at scale. In this second post, I want to dive deeper into the technology behind it.

Today, a brand’s value is more than just an image or reputation, it’s a sum of experiences and interactions that happen each and every second all around the globe. And for many companies, their brand is already their most valuable asset.

In this third and final post, I want to analyze the strategic business benefits of sophisticated content and experience management for global brands. Because when combined, these can have a major impact on a brand’s ability to compete effectively.

Some things are truly inevitable. They stand out from the churn and unpredictability of daily life. And one of those things is a trend I’d like to call “High-Velocity Marketing”.

Imagine you run a major country and a pandemic hits. You move quickly and assemble the right experts. They develop a detailed plan for responding and you get all government agencies aligned. Then it’s time to instruct and convince the public. You give a convincing and honest speech on prime time TV. Newspapers report it and your call to action is trending on social media. To make sure citizens can find all necessary information, you provide a comprehensive digital guide, an app and multiple websites.

Here at CoreMedia, we’re proud of our product, our employees and - most of all - our clients. We believe that we have a truly unique set of technologies that allow our clients to differentiate and become global leaders in their respective markets.

For three days the halls were full of happy faces. Around 8.000 customers and partner plus 2.000 Salesforce employees shared many smiles. They might have been inspired by the huge banners featuring smiling client executives from Adidas, Ticketmaster and others everywhere. Anyway, the place was very much alive and full of a winning attitude.

Google and Facebook are without any doubt two of the greatest entrepreneurial success stories of the digital age. Both companies serve billions of users. They provide various services directly and are critical enablers of countless third party services. Both companies have unimaginable technical and financial capabilities. They are the winners of our era. The caught an enormous wave and surfed it well. But what if they got the core of their business wrong?

Last month, Forrester Research released its latest Wave for Web CMS. We’re excited to be included in this year’s report: It’s a first for CoreMedia Content Cloud, and that’s reason to celebrate.We think it’s great that our strategy to deliver “The Best CMS for Commerce” is finally making an impact on the broader analyst community.

At this year’s NRF Big Show in New York City, I noticed a significant change compared to the year before. The overall mood within the Retail industry felt more upbeat than in 2017. Retail and brand executives seemed committed to embrace change and more determined to play an active role in shaping the future of the industry.

Last week, we got a glimpse into our future: AI armed with emotions. Imagine the most convincing traveling salesman, the most charming person, the best listener, the most seductive flirt, the most cunning tactician, and the most intimidating bully — and now imagine them all in one. That is what conversational AI might bring to the table. Are we ready for it?