DIGITAL CQ™
THE NEW COMPETITIVE ADVANTAGE
FOR
LIFESTYLE HOSPITALITY
Digital cultural intelligence (Digital CQ) is at the backbone of every strategic decision we make and it is the fundamental difference between Lionar and any other agency. We have not only founded the concept but we are the pioneering force behind it. However, to fully grasp what Digital CQ is, we first need to back up and explore the broader context of digital intelligence.
DIGITAL
INTELLIGENCE
HOW TO THRIVE IN THE DIGITAL AGE
Simply having a digital presence is no longer enough. Instead, organizations must now collect, analyze, and manage complicated sets of data to provide a holistic
view of the digital customer experience that drives the measurement, optimization and execution of marketing tactics and business strategies. In short, organizations
must use data to improve their marketing and the only
way to accomplish this is through digital intelligence.
DECODING DIGITAL INTELLIGENCE
THE THREE STAGES OF
BUILDING BRAND VALUE
BUILDING A
PYRAMID
OF
BRAND VALUE
BRICK BY BRICK. ONE BRICK AT A TIME.
Much like Maslow’s Hierarchy of Needs, the higher you climb the pyramid the more value you create for your customers and the higher the prices they will be willing to pay.
Moreover, we chose a pyramid as a structural metaphor for good reason. As to build a great pyramid, much like a great brand, you start by laying a solid foundation at the bottom.
Decidedly, if you take short-cuts just to get to the top more quickly there will be obvious risks of your pyramid collapsing in the face of even the slightest of adversity. Hence, the same
holds true here:
And so, at the bottom of the pyramid we find Digital IQ, which refers to an organization’s ability to clearly articulate the brand promise through a consistent and compelling telling of the brand’s evolving story.
Where Digital IQ targets the rational mind of your audience, Digital EQ targets the heart and emotions of how the brand experience makes the customer feel by focusing on the actual execution of the brand promise, through the deliberate creation of amazing digital customer experiences.
Transcending past the customer experience, we then focus on the consumer’s identity, ego, and sense of self-worth, by providing communication platforms for them to creatively express themselves with the rest of the world. We call this classification of intelligence — Digital CQ ™.
In short, Digital IQ is all about what you say and how well you say it. Digital EQ is all about how well you do what you say in the form of memorable digital experiences, and Digital CQ ™ is all about what moments you create for your customers to self-express through your cultural brand ideology.
Although Digital CQ ™ holds the most profitable customers, you cannot obtain this iconic status prior to building a solid foundation at the lower levels of the pyramid — laying brick by brick, one brick at a time.
THE TIME
IS NOW
FAILING TO ACKNOWLEDGE DIGITAL CQ™
IS A COMPETITIVE DISADVANTAGE
In an era of connected consumerism, lifestyle brands must earn customer attention, trust, and loyalty by investing in culture, content, and relationships. Ignore these and you’re leaving the doors wide open for competitive disruption.