Always On: Digital Brand Strategy in a Big Data World: Think fast, be agile, be ready

Where do powerful digital strategies come from? How do some companies develop strategies that enable them to outperform others regardless of the state of their industry or the economic climate? How does a company get the essentials to work in regard to the company’s strategies such as leadership buy-in and follow through on implementations and performance management without being slow, rigid and check box focused? Developing strategies is a tough and sometimes messy business, and getting past PowerPoint presentations to real-life implementation is virtually impossible for some companies before they slide back into business-as-usual. Yet, some companies succeed time and time again. Is it the extra spark of creativity that gets the enthusiasm from management ranks down to the tactical implementers? Is it the internal teams feeling that they are on to something, something great, that could work if we only put our hearts and brains into it, or is it that an organization and the people involved are not afraid of failing, that they have a self-assured sense about them, sense that makes them feel that they can take risks — calculated risks, and that makes the organization feel empowered. It is a combination of the two: creativity that sparks enthusiasm among employees and the self-assured willingness and strength to take risks. In addition, these companies have a good methodology on pilot testing of new initiatives and programs and processes for implementation and performance measurement. This makes them quick and agile in a fast paced technology landscape where customers’ habits and expectations move faster than what most companies are able to and where disruption from start-ups and new product introductions is the new order of business. Another key item that sets the successful companies apart is their ability to analyze available data in new and productive ways — an area that has been dubbed ‘big data.’ This book is written to help get you there.