You’re not really a brand owner until you own your brand data too

I was having lunch with an assistant professor of machine learning recently, when he asked me why, as a brand and design specialist, I was so interested in data?

My reply was quite simple. If you want to take ownership of your brand and control how it develops and grows, then you must understand and own your data too. And I didn’t have to look too far for an example.

I’d invited my friend to have lunch to discuss some of the more advanced aspects of data science, so I booked a table at a restaurant he suggested, followed up the booking with a confirmation the day before our lunch, and then as the host I would pay for the meal with my credit card and walk off into the afternoon skyline.

Right away you can see there were three times where the restaurant, let’s call the restaurant the ‘brand owner,’ had an opportunity to talk to and engage with me personally using simple digital tools including email.

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Continuous branding can help startups and all companies grow their business

Most startups and companies use their brand at about twenty percent of full power. Don’t take my word for it, look around you and look at your own business. Have you considered that absolutely everything you do is an important part of your brand and product experience?

That tweet you posted doesn’t simply represent your business and your brand – it’s part of your brand experience so it’s an essential part of your brand.

‘Social media in service of a product experience is not just media – it’s the experience of the product itself,’ says Forrester analyst James McQuivey in his book Digital Disruption, Unleashing The Next Wave Of Innovation. That’s quite a statement if you think about it.

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