Patrik Danielsson, CXO at BBH Stockholm, was the keynote speaker at ‘NFI Digitaliseringsdagen 2019’ [NFI Digitizing Day 2019], where he held an inspiring seminar about how to design future-proofed customer and brand experiences.
Based on insights into how to to build a successful brand in today’s hyper-connected society with examples from transformative client projects, Patrik concluded that many brands need to step up their game by increasing the incentives to innovation. There are too many brands that cannot collect relevant customer data through a physical-digital consumer experience that meets the customer's emotional as well as practical needs. These are missed opportunities. However, Patrik did not only conclude that there are challenges but also recognised these opportunities. He talked about many strategic steps that could be taken to be up to date and shared plenty of insights into how to build a successful brand in today's hyper-connected society.
The conference included several other lectures with topics ranging from how to reach digital maturity within organisations to AI development. Dr. Emil Alégroth from SERL held an interesting talk about how to set, develop and test the next generation digital society. He gave examples on how AI could affect our everyday lives and questioned what would happen to us if AI would do wrong - who should then bear the responsibility? Jonas Sandell at Danske Bank talked about the balance between humans and machines when it comes to digitalising established companies. What is the role of the employees in a digital transformation - how can it be seen as something positive instead of a threat? And why do we easily overestimate the effects of digitalization in the short term and underestimate the same in the long term? Digitization is on everyone's mind today. The trend is rocketing and everyone needs to adapt in different ways. Brands today are expected to be disruptive and create experiences that can be delivered quickly, safely and with a high user-friendliness
1. Focus on clear behavioral signals rather than relying on broad demography
2. Make data insight from REAL consumer behavior to your creative brush for marketing and sales
3. Use creative technologies to reinforce and differentiate the brand experience
4. Prototype and A / B test until you find solutions that meet consumer needs
5. Digitization starts in the boardroom