Digitization requires more humanity
On Wednesday, BrandTrust hosted the «BrandCircle» in Zurich. About sixty clients, partners, and friends of the company gathered at Caduff’s Wine Loft to discuss pressing issues related to digital brand management. The lively discussions made it clear that the human element is becoming increasingly important in the digital age.
Three experts from Switzerland and Germany had their say in the panel discussion: Oyvind Oanes, CEO of the Swiss fintech Centralway Numbrs, shared his insights from digital transformation projects: "Anyone who talks about a separate digital strategy is making a mistake. There is only one corporate strategy."
Philipp Herkelmann, Brand Industry Manager at Google, offered insight into his experience as a startup entrepreneur: "Those who make the right use of the mass of data we have at our disposal can serve their customers more personally in the digital age than in the past."
And Klaus-Dieter Koch, Founder and Managing Partner at BrandTrust, explained the role of the brand in the digital age: "The paradox of digitalization is that technology challenges companies to show empathy, to be close to their customers again and to interact with them. Strong brands have always done that."
"New proximity" as a success factor
Tanja Schug, representative of BrandTrust in Switzerland, led the discussion. She develops and implements effective brand strategies and advises Swiss clients on digital brand management. "The opportunity that digitalization presents for companies can be described as 'new proximity': new channels, without hurdles, maximally connected," said Schug, adding that "companies today are in a better position than ever to identify the longings, dreams and desires of their customers." Those who succeed in aligning their offerings to this, he said, create real added value and thus strengthen their brand in the long term.
Digitization affects everyone
During the aperitif, the sixty or so customers, partners and friends of the company continued their lively discussions. The topic interested representatives of a wide range of companies and organizations from tourism, industry, healthcare, retail and the energy sector. At the end, everyone agreed that the human element is actually gaining in importance in the digital age. Tanja Schug commented: "If you want to interpret data effectively, you have to be close to your customers and learn to listen to them again."
