A really great article from McKinsey today on the 5 top challenges faced by organisations when looking to deliver a consistent brand voice in todays digital marketplace.
With customers moving from mobile to iPad to laptop all within one digital journey there are many headaches for Executives to wrestle with. Not only those customer journeys but also the sharing of data, customer purpose and intent, personalisation and the need for cross functional teams to break through the traditional departmental functional silos.
Thank heavens for Pega to help!
Having a consistent brand voice in the digital age is not easy. Here’s how to think about the challenges and opportunities. A strong brand voice is a living, breathing manifestation of your brand promise. This voice comes from a much deeper place than stringing together clever words and phrases to sell products. An authentic brand voice solves problems, delivers a great customer experience, and stands for something. That’s as true in the digital age as it was in the analog one. The problem is that it’s much harder to have a strong and consistent brand voice in the digital age. The very breadth of consumer interactions with a brand—from viewing a product online to following posts on Snapchat to calling customer service—has fragmented and complicated how brands connect with consumers.