As digital adoption in all categories continues at a phenomenal rate; digital is now the brand touchpoint that most customers engage with first. Digital is no longer the hip love child within the Technology department. Rather digital is the brand. With this shift in focus brands are having to rethink their digital agenda from ownership and organization through to product and service. In this webinar Kieron Leppard, Director of Experience Design at SoDA member company SapientNitro, will reveal some of the biggest challenges facing rapidly digitizing brands and look at some organizations that are already embracing and thriving on this shift.

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1
The
DIGITAL
BRAND 2.0
imperative
29th February 2016

2. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
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the world is changing faster than
anyone could have predicted…

3. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
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the world is changing faster than
anyone could have predicted
and for established brands its hard
to keep up…

4. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
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the world is changing faster than
anyone could have predicted
and for established brands its hard
to keep up
…let alone lead.

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raised $ 2 5 0 , 0 0 0
in just 4 hours

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valued at
$1 B I L L I O N
in just
12 M O N T H S

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Your new
competition is 25
years old
Had their disruptive
idea yesterday
And will be in market
this time next year.

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8
of S&P 500 index
companies will be
new by
2027
3
4

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9
2004 2006 2008 2010 2012 2013
1 1 1 1 1 1
2 2 2 2 2 2
3 3 3 3 3 3
4 4 4 4 4 4
5 5 5 5 5 5
6 6 6 6 6 6
Technology
Market
Macro-economic
People skills
Regulatory concerns
Socio-economic

10. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
1 0
Chess, like business, is a balance between the
mundane and the unthinkable. Each move
has game changing consequences, sometimes
you must win by doing the right thing each
time. One ill- considered move or non move,
seemingly inconsequential at the time can
leave you hopelessly behind.
But at Grandmaster level we all think 25
moves ahead and are familiar with every
nuance of the game. The only way to win at
that level is to do the unthinkable, something
that explodes the game and upends my
opponent’s thinking.
Garry Kasparov
Chess Grandmaster & World Champion

11. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E 1 1
Is this the answer?
ACT LIKE A START UP

12. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E 1 2
a balancing act
STEADY
LOGICAL CONSISTENT
PREDICTABLE
DISRUPTIVE
RISK TAKING
UNPREDICTABLE

13. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E 1 3
most of us are here
STEADY
LOGICAL CONSISTENT
PREDICTABLE
DISRUPTIVE
RISK TAKING
UNPREDICTABLE

14. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E 1 4
Established Enterprise
Execute existing business model
Operational excellence
Satisfy existing customer needs
Start up
Establish new business model
Prove profitability
Meet new or unmet needs

15. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E 1 5
Established Enterprise
Execute existing business model
Operational excellence
Satisfy existing customer needs
Start up
Establish new business model
Prove profitability
Meet new or unmet needs
Follow established processes
Take leadership direction
Good at execution
Break the rules
Question authority
High tolerance for failure

16. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
1 6
ESTABLISHED ENTERPRISE
Business as usual
Efficiency & Scale
Known results
START UP
Digital disruption
Exploratory & High reward
Unexpected results

17. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E 1 7
sweet spot
STEADY
LOGICAL CONSISTENT
PREDICTABLE
DISRUPTIVE
RISK TAKING
UNPREDICTABLE

18. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
1 8
digital & agile driving across the organisation
maturity
TECH DIGITAL MARKETING BUSINESS WIDE

19. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
1 9
do you have an agile 21st century mindset?
A
D
A
P
T
Accept change by being flexible to experiment with
organisational structures, process & tech
Dare the status quo by demonstrating leadership to
push for innovation and create new brand experiences
Act continuously by making speed a priority when it
comes to dealing with customers and using new channels
Tear down boundaries by creating incentives for
people to join forces in new ways and empowering them
with tools to collaborate
Participate personally by taking ownership to empower
every person in the organisation to shape solutions
Complacency
Conformity
Analysis
paralysis
Silos of
knowledge
Hands-off
management

20. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
2 0
it is difficult to untangle
agility from innovation.
often they are
intrinsically linked.
“

21. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
2 1
the focus on digital is to
INNOVATE

22. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
2 2
BUSINESS
digitising
your
old thinking

23. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
2 3
BUSINESSTRANSFORMATION
digital
disruption
through
new thinking

24. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
2 4
profit
model
network structure process product
performance
product
system
service channel brand customer
engagement
configuration experienceoffering

25. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
2 5
profit
model
network structure process product
performance
product
system
service channel brand customer
engagement
hardest hardharder

26. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
2 6
profit
model
network structure process product
performance
product
system
service channel brand customer
engagement
Start up innovate through the stack

27. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
2 7
profit
model
network structure process product
performance
product
system
service channel brand customer
engagement
Established Enterprise
focus on areas easier to change

28. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
2 8
so what are the big challanges?

29. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
2 9
LEGACY TECHNOLOGY
1of
6

30. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
3 0
POWER
STRUGGLE
2
of
6

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3 1
ORGANISATIONAL
SILOS
ORGANISATIONAL SILOS
3
of
6

32. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
3 2
4
of
6
INNOVATOR’S DILEMMA

33. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
3 3
5
of
6
DISRUPTING YOUR
OWN BUSINESS

34. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
3 4
6
of
6
DIGITAL SYNDROME

35. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
3 5
FASHIONISTAS
Transformation Management intensity
Digitalintensity
BEGINNERS
DIGIRATI
CONSERVATIVES
“The Digital Advantage: How leaders outperform their peers in every industry” Capgemini Conculting / MIT Sloan. November 2012

36. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
3 6
so what to do?

37. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
3 7
STRATEGY
PEOPLE
PROCESS
DATA & TECHNOLOGY
4 areas of focus

38. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E 3 8
DIGITAL MOMENT?have you had your

39. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
3 9
DIGITAL defaultby

40. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
4 0
D I S P E R S E D
integrating digital

41. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
4 1
D I S P E R S E D CE N T RE OF
E XCE L L E N CE
integrating digital

42. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
4 2
D I S P E R S E D CE N T RE OF
E XCE L L E N CE
H UB & S P OKE
integrating digital

43. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
4 3
D I S P E R S E D CE N T RE OF
E XCE L L E N CE
H UB & S P OKE M ULT IP L E
H UB & S P OKE
integrating digital

44. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
4 4
F UL LY I N T E G R AT E DD I S P E R S E D CE N T RE OF
E XCE L L E N CE
H UB & S P OKE M ULT IP L E
H UB & S P OKE
integrating digital

45. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
4 5
F UL LY I N T E G R AT E D
D I S P E R S E D
CE N T RE OF
E XCE L L E N CE
H UB & S P OKE
M ULT IP L E
H UB & S P OKE
maturity model

46. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
4 6
CE N T RE OF
E XCE L L E N CE
GOVERNANCE & CONTROL
FOCUS, EMPHASIS & CLARITY
CONSISTENCY, EFFICIENCY & SCALABILITY
LACK OF INTEGRATION IN ACTIVATION
BARRIER TO WIDER SHARED LEARNING
POOR FOCUS ON DISCRETE NEEDS
ADVANTAGES DISADVANTAGES

47. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
4 7
balancing
digital
disruption
70:20:1070%
HORIZON 1
KnowledgeofMarket
Knowledge of Digital & Technology
Optimisation,
Enhancement and
Cost reduction
Existing
Market
we serve
Existing Technology
we use

48. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
4 7
balancing
digital
disruption
70:20:1070%
HORIZON 1
KnowledgeofMarket
Knowledge of Digital & Technology
Optimisation,
Enhancement and
Cost reduction
Existing
Market
we serve
Existing Technology
we use
20%
HORIZON 2
Next
generation
products
Adjacent
growth
Existing
Market we
don’t serve
Existing Technology
we do not use

49. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
10%
HORIZON 3
New category
products & services
Exploration
with new
technologies
Exploration
into new
markets
New
Market
New
Technology
4 7
balancing
digital
disruption
70:20:1070%
HORIZON 1
KnowledgeofMarket
Knowledge of Digital & Technology
Optimisation,
Enhancement and
Cost reduction
Existing
Market
we serve
Existing Technology
we use
20%
HORIZON 2
Next
generation
products
Adjacent
growth
Existing
Market we
don’t serve
Existing Technology
we do not use

50. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
4 8
acceleration through labs
FAST TRACK DIGITAL INNOVATION
OPERATE OUTSIDE CORE BUSINESS
PUSH R&D IN STARTEGIC AREAS
MAINTAIN STARTUP CULTURE
ATTRACT TOP TALENT

51. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
4 9
acceleration through labs
CLEAR FOCUS FOR INNOVATION
DEDICATED RESOURCE
ABILITY OPTIMISE & ACCELERATE
NEEDS SENIOR SUPPORT
RELIANT ON EXTERNAL BUDGET
RISK OF ISOLATION
ADVANTAGES DISADVANTAGES

52. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
5 0
lean teams
SMALL
MULTIDISCIPLINARY
EMPOWERED
FOCUSED
COMMUNICATIVE
FLEXIBLE

53. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
5 1
B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E

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5 2
what a lab team looks like
Physical
Digital
Touchpoint API
Business Model
Transformation
Innovation
Lead
Artificial
Intelligence &
Machine Learning
Emerging Tech &
Tends Scout
Machine to Machine
API
Logisitics
Lead
Customer
Experience
Maker / IoT
Data Mining
& Intelligence

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5 3
Prepare for digital invaders
Create a panoramic perspective
Be first, best best or be nowhere
preparing for disruption

56. DIGITAL BUSINESS TRANSFORMATION 54
THINK BIG
ACT SMALL
LEARN FAST
a philosophy to follow
B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E

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TRIAGE
making ideas a reality
DESIGN
THINKING
SPRINT
RAPID
PROTOTYPING
ACCELERATE
B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E

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5 6
the Beta principle
SKIP PERFECTION
LAUNCH EARLY&

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DATA5 7
CAPTURE INTERPRET ACT
data enabled digital strategy

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5 8
how mature is the thinking from the top?
UNCONVINCED
01
CONVINCED.
LOW KNOWLEDGE
02
GOOD KNOWLEDGE.
ENGAGEMENT
03
FULLY INTEGRATED
04

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5 9
UNCONVINCED
01
CONVINCED.
LOW KNOWLEDGE
02
GOOD KNOWLEDGE.
ENGAGEMENT
03
FULLY INTEGRATED
04

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6 0
making digital disruption happen
CONFUSION
ANXIETY
REASSURANCE
FRUSTRATION
SUCCESS
FALSE STARTS
=
=
=
=
=
=
ACTION PLANRESOURCESINCENTIVESSKILLSVISION
ACTION PLANRESOURCESINCENTIVESSKILLS
ACTION PLANRESOURCESINCENTIVESVISION
ACTION PLANRESOURCESSKILLSVISION
ACTION PLANINCENTIVESSKILLSVISION
RESOURCESINCENTIVESSKILLSVISION

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6 1
the
potential
of technology
TECHNOLOGY LITERACY
the
integration
of technology
the
application
of technology

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customer centric
technology literate
visionary
adaptive & agile
data driven
continually learn
commercially minded
innovative & entrepreneurial
open
TO LEAVE TODAY THINK ABOUT

65. B R A N D 2 . 0 : T H E D I G I TA L I M P E R AT I V E
6 3
thanks… questions?
kieron leppard
kleppard@sapient.com
uk.linkedin.com/in/kieronleppard