Gigabit December 2018
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
BROWN-FORMAN<br />
136<br />
Nall. “But a few years ago, we began to look<br />
at what tools Brown-Forman needed to really<br />
advance in this data economy. We began to<br />
view IT as an enabler and business partner,<br />
a function that could provide true solutions<br />
not just for the back office but for production<br />
teams, sales teams and marketing teams.”<br />
This has been a seismic shift in mindset for<br />
Brown-Forman, but it is undoubtedly an<br />
essential step for any company wanting to<br />
remain at the top of its game in today’s<br />
digital economy.<br />
Storytelling and brand building are the<br />
backbone of a successful food or beverage<br />
brand, and it is a skill which Brown-Forman<br />
has honed for decades. “We absolutely<br />
believe the consumer is king,” observes Nall.<br />
“Our ultimate goal is for our consumers to<br />
understand our product – we want them<br />
to make educated choices, we want them to<br />
be fans of our brands.” How best to connect<br />
with these consumers is a pressing question<br />
for any food and beverage business, and<br />
Nall believes that technology could be a key<br />
part of the solution. “Whether you’re<br />
communicating on social media with that<br />
consumer, whether you’re creating interactive<br />
tools for that consumer, how you’re<br />
targeting that consumer – it all requires<br />
technology,” he explains.<br />
DECEMBER <strong>2018</strong>
Change language