At the Dynatrace PERFORM customer conference today, Dynatrace CEO John van Siclen made this subtly provocative statement: your apps are your brand.
In conversations about the digital disruption driving digital transformations across enterprises today, the relationship between the technology efforts – the apps – and the corporate brand is as important as ever.
And yet, the statement that these two very different concepts are actually the same thing raises the bar on digital transformation. Does it even hold water?
Let’s begin with the concept of a brand. Above all else, a brand is a promise – a promise between company and customer that represents the value customers expect from the company.
For example, take Panera Bread – a brand who not coincidentally spoke at PERFORM. Regardless of which Panera restaurant you enter, you know what to expect. The promise of the Panera brand covers its food, its restaurant layouts, how its employees act, everything you expect from a Panera.
Read the entire article at http://cxblog.dynatrace.com/index.php/2015/10/14/your-apps-are-your-brand/.
Copyright © Intellyx LLC. Intellyx advises companies on their digital transformation initiatives and helps vendors communicate their agility stories. As of the time of writing, Dynatrace is an Intellyx customer. None of the other organizations mentioned are Intellyx customers. Image credit: Dynatrace.
