BC NA December 2020

FoRfest2020 - Brand Building by Responding
to Shifting Consumer Needs in Real-Time
CLICK TO WATCH | 31:23
73
stay ahead of competitors wherever
they emerge.
WHAT DO YOU THINK THE FUTURE FOR
DIGITAL BRANDS WILL LOOK LIKE?
AM: The future was always bright for
digital brands, a growing and highly
connected customer base, easily
accessible target audiences through
major digital platforms, being able to
move faster than larger more traditional
competitors and not being restricted
by geography or physical retail. As
the world moves evermore online, the
barriers to entry for new digital brands
will fall and the friction for consumers
to purchase from these brands will
erode away. We have already seen the
introduction of seamless, one-touch,
end-to-end ecommerce with Facebook
stores and Amazon marketplace.
However, COVID has accelerated
digital transformation among almost all
companies to varying degrees, including
traditional incumbents.
JP: The human touch is becoming
hugely important. In response, digital
brands will get more human and more
personal. They will be much smarter in
terms of spending and more diligent in
businesschief.com