Staging a Brand in the Digital World

Staging a brand in the digital world is much more difficult than in the real world. In scientific discourse, according to a school of thought by Svend Hollensen, for example, customer experience is defined by the degree of interaction, i.e. how often and intensely does the customer interact with the brand, and the degree of participation of the customer, i.e. how deeply does the experience captivate the customer.

In order for that to succeed, I believe there are three principles that need to be considered, and those are my three drivers: first, the conceptual principles; second, the content principles; and third, the technological principles. I call it the CCT of digital brand staging. As we all know, any digital brand presence should follow conceptual principles. Does the conceptual approach fit the target audience, marketing goals such as interaction rate, and the brand itself, is it functional or emotionally focused, is the identity designed for storytelling, and more.

All these questions are at the heart of the concept principles. In addition, it is important to keep an eye on the digital content, i.e. the content principles. How authentic and relevant is the content and - especially important in the digital environment - does the digital content succeed in achieving a depth of sensory impressions. Does the digital brand also use auditory sensory perception or does it remain purely on the visual level. Then there is the final principle, namely technology. It is known from many scientific studies, for example, that the necessary simplicity of use of the technology influences acceptance and willingness to use it. The more complicated the digital contact points, the more likely the customer is to give up in frustration. The KIT must be defined for each insurance brand.