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Erschienen in:

2017 | OriginalPaper | Buchkapitel

6. Dynamic Data: Branding the Digital Drive

verfasst von : Aaron C. T. Smith, Constantino Stavros, Kate Westberg

Erschienen in: Brand Fans

Verlag: Springer International Publishing

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Abstract

This chapter delivers the fifth lesson that brand power accumulates when it is given away, with consumer-generated content as a central mediator of brand intensity, carefully mediated through data analytics designed to craft bespoke consumer experiences. The chapter ventures into the vast world of dynamic data, and its potential for enhancing the consumer experience. Through the use of “superdata”, sport brands address their consumers’ preferences with an unprecedented degree of surgical precision. In removing the data noise, sport enterprises have discovered an ability to make real-time branding decisions, often including those enabling consumers to fluidly control their own content. Sport recognises that the best brands incorporate digital destinations as part of their value propositions.

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Titel: Dynamic Data: Branding the Digital Drive
verfasst von: Aaron C. T. Smith
Constantino Stavros
Kate Westberg
Verlag: Springer International Publishing
Buch: Brand Fans
Print ISBN: 978-3-319-48853-0

Electronic ISBN: 978-3-319-48854-7

Copyright-Jahr: 2017
DOI: https://doi.org/10.1007/978-3-319-48854-7_6