Data shouldn't be divorced from brand

Most brands accept the principle of having a distinct visual identity. But they seem happy to accept being ‘copycats’ when it comes to data.

We see the data differently – as an important expression of your brand as well as a way to add value to your customer experience. Potentially, it’s as distinct as your words and pictures in creating a competitive advantage.

A brand-inspired/customer-centric approach to data is part of the fundamental shift businesses need to make on the journey from product to customer focus.

We get there by looking at the opportunities creatively – applying lateral as well as vertical thinking, liberated from vested interests and systems.

How you use data could be as distinct to your brand as your visual identity.

Brand Data if you like.

Interestingly, Brand can (and should) be considered as part of the balance sheet. It’s certainly one part of a business that is ‘valued’ by investors. For many, the DMA included, data should be on the balance sheet too.

So marrying the two, driven by the brand’s purpose, mission, vision and values would appear to be a logical union as well as a potentially magical one.

So why isn’t it being discussed? Why does there appear to be a divorce between brand and data?

More will follow on this point.