Digital strategy and your brand
An effective digital strategy is not an add-on to an existing brand, particularly if that brand has largely been implemented offline…
To really maximise any digital strategy, one must fully understand all aspects of the brand (both online and offline). Too many times we see a great offline brand that has not be fully understood or implemented correctly in an online environment. (The vice versa is also true where the online brand has been implemented with vigour but offline it fails to live up to it online experience).
Looking at the brand as total entity will not only open up innovative ideas for the strategy it will create a more harmonious and consistent experience for your audiences. This approach will ensure a greater understanding of the offline marketing strategy thus creating a more rounded and effective integrated strategy.