The author also points out the challenges marketers face in targeting micro-audiences and scaling creative content that resonates with them. Brands like Starbucks, Spotify, and Coca-Cola are cited as examples of companies that have successfully harnessed customer data for personalized messaging. The article concludes by stating that while the fundamentals of brand strategy still apply, they need to be more flexible, scalable, specific, and addressable to remain relevant and enable authentic personalization.
Key takeaways:
- Brands are now built through a highly connected network of content and experiences across an ever-expanding digital multiverse, requiring specific strategies and value propositions for a myriad of specifically defined audiences.
- Brands need dynamic personalities that can span social channels from Facebook to TikTok, design systems that can stretch across multiple platforms and formats, and data engines and systems that can dynamically build creativity and serve it to the right audience at the perfect time.
- Brands leading in this space are those that know how to harness customer data, with examples including Starbucks and Spotify who use personalization to enhance customer experience.
- Brand strategy has to drill down into specific audiences to be relevant and enable authentic personalization, with companies needing to make brand strategies specifically addressable to all of their audiences.