Currently around 3.7 thousand million people surf through internet. They are seeking information, they connect to social platforms or are on shopping tours. Usually they use smart phones or tablet computers as central information source and
use mobile websites and apps device-wide. The escalating digitalisation of all communication, information and transaction channels gains ever-increasing significance in digital brand management.
To position and highlight brands in the digital environment, rapid, flexible and interactive solutions must be developed. Every message must be adapted to the medium. Actuality and the flexible extension to ever new digital channels of communication determine coverage and relevance. In the digital age the rules of control in brand management are superseded by agile principles. The users themselves play a central role. They are the brand managers who comment on and
change contents. The principle is “dialogue not monologue” Alongside the brand substance the visual image of a brand must likewise be made dialogue-compatible. Design criteria in the offline world, such as logo positioning, type size etc. are adapted to the interactive interfaces of the web and the participation needs of the user. Brand experience in the network becomes a user experience – an operating experience of the user.
Cyriax supports companies throughout their digital transformation processes. We advise and monitor clients in building up their brand management in digital media. We work out positioning concepts, analyse where the brand is experienced and what experiences are decisive for implementing strategic goals. For more information, write to Nick Dunn on firstname.lastname@example.org.