DIGITAL INTELLIGENCE
THE THREE STAGES OF
BUILDING BRAND VALUE
Building a brand in the digital age is hard and simply having a digital presence is no longer enough. That said, if you can provide a clear and compelling vision of your product, design delightful and engaging customer experiences around related content, and create platforms for customers to express their own identities through your brand, you will be light-years ahead of the competition.
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 bear.
Moreover, we chose a pyramid as a structural metaphor for good reason, as to build a great pyramid, much like a great brand, you to 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 on the other hand, targets the heart and emotions of how the brand experience makes the customer feel. This is accomplished 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 end up with an approach that touches on the consumer’s identity, ego, and sense of self-worth and expression — we call this 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 subcultural 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.
HOW TO CREATE
INFLUENCE
ESTABLISHING CULTURAL INFLUENCE REQUIRES AN ALCHEMY OF CONTENT, TIME, AND, CONTEXT
It is well understood that “context is king” but to understand the proper context, you first need to understand the cultural and shared emotional behaviors of your audience. Successful branding lies within the alchemy of content, time and context, the latter of which is in constant flux. We utilize digital intelligence to help businesses navigate the rough and ever-changing terrains of digital relevance, working to maximize
the highest possible returns
on their digital
investments.
DiGITAL CQ™
DIGITAL CULTURAL INTELLIGENCE
As the invisible operating system that runs our
daily lives, we understand culture, as the way
we have been programed to see the world.
We believe that culture is the software of the
mind, and therefore all our digital strategies
culminate through the prism of Digital CQ.