Video: Summit of the Americas presentation on brand power and identity in a new world of travel retail.
Designhouse’s Creative Director Peter Dobie spoke at the virtual travel retail event Summit of the Americas.
Commenting on how the pandemic has changed the retail landscape, our Creative Director Peter Dobie said: “Now is the opportunity for brands to stop, assess their current setup and measure up for future innovations. 2020 was a transformative year for retail, offering a compelling case for a digital-first approach.”
While the embrace of all things digital certainly accelerated during the crisis, Dobie says that it is only half of the equation. “Technology is only half the story,” he said. “To successfully connect in the new digital channels, it’s not enough to simply have a presence. The brands that have seen the biggest benefit, have not only embraced new technologies but enhanced their brand through the user experience that they deliver.”
Peter emphasised the need to balance branding and technology, “Whatever new channels you do choose to explore, ask yourself this. Is your brand ready? Does it have the necessary ingredients to cut through the digital noise? It doesn’t matter how advanced technologies are, without the brand adding the personality, excitement and assurance – technology just remains a tool. Technology without branding is just technology, technology with branding creates a brand experience.”
Watch the full video here: