BC NA December 2020

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“It is virtually impossible to segment a traditional brand from a digital brand today because social media and the internet are ubiquitous” — Michele Morelli, EVP, Global Marketing Strategy, Toluna THE IMPACT OF COVID-19 Thanks to COVID-19, the adoption of digital that would have happened across all industries in a five to 10-year period happened in six months. Essentially, COVID-19 has stolen companies’ time to prepare for this development. Combine that with the latest and greatest trends which are personalisation, being human and being socially responsive and my advice would be: be yourself and don’t try to play an artificial game. Jesko Perrey, Senior Partner at McKinsey & Company WHAT IS A DIGITAL BRAND? JP: ‘Digital brand’ can often be misleading because too many companies think that it’s simply doing what you already do but using digital channels. This is much more about a mindset. A digital brand is a brand that anticipates and is responsive to their customers’ needs. To do this at scale, companies rely on flexible technologies, comprehensive data sets, and advanced analytics. Given the profound shift to digital during COVID-19, every brand needs to be a digital brand. MM: There are two ways to look at digital brands. One is a brand that exists solely within the ecosystem of the digital environment. Huffington Post and Twitter are both digital brands. The other, and more interesting, perspective is digital brand as part of a ‘traditional’ brand’s identity and strategy that acknowledges and leads with the importance of its online presence, user experience and 71 businesschief.com
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NORTH AMERICA businesschief.com DEC
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FOREWORD 2020 - a year like no othe
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CLICK THE MENU TO RETURN TO CONTENT
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46 58 What Does it Mean to be a Dig
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182 T5 Data Centers 198 Legacy Comm
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usinesschief.com 11
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2019 Year founded 50 Number of empl
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Michael Kanaan | USAF-MIT AI Accele
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Building trusted, secure, and safe
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SAPHYRE “Our overall strategy is
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Adaptive Data Centers 124 DECEMBER
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ALIGNED 126 DECEMBER 2020
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ALIGNED 128 “This is a capital-in
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Munters brings over six decades of
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in a big, big way because we alread
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“Because of Macquarie, our other
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137 to open a window to a new gener
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usinesschief.com 139
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EXECUTIVE PROFILE: Patrick McGill,
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“Our brand promise is exceptional
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CHNw Safety Message CLICK TO WATCH
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153 the patient journey and the car
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Leading the AI-powered CX Journey 1
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“Today, customers want real-time
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Welcome to [24]7.ai CLICK TO WATCH
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and ransomware, dealing with issues
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If you’ve ever felt trapped in a
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“Proofpoint are able to help us w
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2000 Year founded 1.3bn Self-servic
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171 SiteOne’s Strategy Driven by
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SITEONE’S APPROACH TO DIGITAL INN
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amp up quite a bit. With our techno
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energy throughout a data hall’s l
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T5 Atlanta Hyperscale Data Center C
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Legacy Community Health - Principle
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EXECUTIVE PROFILE: Robert Tennant T
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In tandem with a customer base that
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Legacy Community Health - Cultural
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“VIRTUAL VISITS HAVE DRASTICALLY
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213 Embracing the Art of the Possib
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Protective Insurance CLICK TO WATCH
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1930 Year founded $495m+ Total Reve
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225 not just our customers, but our
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waste-water plants, roads and other
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Nautilus Data Technologies | Water-
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239 provide the more powerful compu
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241 A New Vision for Community-base
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lean and agile capabilities through
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for perfection you’ll likely arri
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customer value at all times will ul
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255 WRITTEN BY WILLIAM SMITH PRODUC
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257 2009 Year founded 2,400 Number
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two ways. One is a set of technolog
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We Missed You! We Thank You! We Lov
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“I am impressed with how our asso
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“We will continue to listen to ou
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BC NA December 2020

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