Brands are more than the sum of their brand elements – logos, colors, shapes, and the like. Brands are promises. Promises from a company to its customers that its products will deliver the value and experience customers expect.
Today, digital is transforming enterprises across numerous industries. As companies become software-driven organizations, their brands transform into digital brands. But if brands are promises, then what do digital brands promise – and how do those promises differ from traditional, non-digital brands?