BC NA December 2020

75
MM: Voice and audio will be the next
frontier for digital brands. It’s important
to note that digital brands evolve
as consumer behaviour evolves. And
now, digital brands need to understand
what their presence looks like in a more
non-visual world. Right now, UX, UI and
design are an integral part of a digital
brand, but brands must think about what
interactions will look like when people
aren’t using a click to engage. Audio
branding and sound logos will become
increasingly important.
WHAT ARE THE BENEFITS AND
CHALLENGES OF A DIGITAL BRAND?
JP: The basics still hold: you need to
provide something that your customers
value. But with ‘digital’ at the core,
you can react more quickly, test new
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