According to the consulting firm McKinsey, "many brand organizations haven’t caught up to the realities of the digital age." One of the primary challenges for brands, says McKinsey, is having a "strong and consistent brand voice," because the way consumers interact with a brand has dramatically changed. As a result, it is difficult to effectively manage communications when there are so many touchpoints.
McKinsey proposes that brand marketers need to answer five questions to gain competitive advantage with customers. The questions are:
- Are you thinking about customer journeys rather than just touchpoints?
- How useful is your data?
- Do you truly understand why your customers are doing what they're doing?
- How relevant are your communications and interactions?
- Do you have the right people on your teams (and the processes and guidelines to support them)?
Obviously, in order to answer these questions, a brand organization must have a deep grasp of modern day marketing. It is well worth reading McKinsey's observations about each of these questions here:
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