The digital era has led to consumers having very limited attention spans with brands needing to find ways to engage them like never before. How then can companies put the consumer at the center of everything they do and create the most innovative and relevant experiences at every step of their journey? In an age when experiences matter more than things, how do we deliver experiences to consumers that they could not replicate on their own or with anyone else while also harnessing the power of digital to open up possibilities of where and when you can reach consumers? 

What consumers and now employees look for from brands has changed, in recent years. With more choices than ever before, every marketing field is noisy. Technology holds promise to filter that noise, target your ideal customer, and reduce complex processes. However, customers want a personalized experience and they want to buy from a brand that shares beliefs that align with theirs. Understanding brand values can save businesses from falling.  

Understanding Your Brand’s Mission 

Everyone loves a bit of self-reflection and it’s no different for businesses. Companies should have clear guidelines on what makes them well, them. More than just a unique selling point, but what makes your business stand for what it is both internally and externally. 

What People Think, Matters 

You know when you put on a new outfit, and it’s just not you? You tend to ask others for their opinions. Companies should do the same. Ask internally what’s working and what isn’t working. Mix it up across all levels of your business. Get a good understanding of your internal comms, structure and what needs improvement. Don’t forget your customer! Do your research, look into focus groups, and/or industry experts to get a better understanding of the market. Once you have those insights, you’ll have a better idea of how your “new outfit” makes you feel and come across.  

This All Brings Passion  

That magic moment where it all clicks, you know more about yourself and the customers you want to reach, and what they expect from you. Now marry those together. This brings the excitement from internally where a clear understanding of who they work for and how it aligns with their interests transpires outwardly into a brand that recognizes what they have learned and know themselves enough to bring some passion to the table.  

Earlier this year, GDS Group held its CX Summit with keynote speaker, Beatrice Cornacchia, SVP, Head of Mastercard & Communications at Mastercard. 

Beatrice explains the phase of 1-5 paradigms of marketing that MasterCard has been through. She shares how: 

• One- was logical, the message related to the product and best seller.  
• Two- brings emotion and what is important in people’s lives.  
• Three– enter data and analytics.  
• Four- brings connection.  

“We are now in five, sense and sensibility, getting comfortable with the uncomfortable. Talking about how Master card has managed to ‘Inspire connection by enabling people to engage more closely with their passions and create a better impact in the world.”
-Beatrice Cornacchia, Mastercard 

Be a brand that impacts for the better, leads a community, and is reliable. Learn who you are and stand with yourself and what your customers look to you for.  

GDS Summits are tailored 3-day virtual event conferences that bring together business leaders and solution providers to accelerate sales cycles, industry conversations, and outcomes. Regarding the CIO Summits, 88% of Delegates said the overall experience of the Digital Summit they attended was either Above Average or Excellent whilst 92% of Delegates said the Digital Summit provided them with actionable outcomes to support their current initiatives.​ 

For more, click here to hear from attendees on how GDS has helped them to achieve their business outcomes. 

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