Today’s digital ecosystem has clearly evolved the manner in which brands interact with their customers; communication between these two parties was once typically top-down, less of a conversation and more of a one-way dialogue.
While this was acceptable in an analogue age, brands have had no option but to accept that in making the ‘digital switch’ their customers now expect a ‘flat hierarchy’; one in which they are able to interact directly with an organisation and help influence and shape the brand story.
Find out more about how brand bravery can affect your digital brand identity here.
