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2017 | OriginalPaper | Chapter

6. Dynamic Data: Branding the Digital Drive

Authors : Aaron C. T. Smith, Constantino Stavros, Kate Westberg

Published in: Brand Fans

Publisher: 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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previous chapter Passionate Partisans: Lifelong Loyalty

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Title: Dynamic Data: Branding the Digital Drive
Authors: Aaron C. T. Smith
Constantino Stavros
Kate Westberg
Publisher: Springer International Publishing
Book: Brand Fans
Print ISBN: 978-3-319-48853-0

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

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