In a previous post I spoke about Four Digital Marketing Models defined by Booz & Company. Remember how they described the Digital Branders, Customer Experience Designers, Demand Generators and Product Innovators? Well, here’s an excellent execution of a Digital Brander’s strategy by the folks at i-D.

In collaboration with the clothing firm, Diesel, they’ve produced a hugely entertaining video on the A – Z of dance. Shot on the rooftops of LA, the video whizzes you through a ridiculously fun recital of the A – Z of dance, with some moves that’ll have you gasping with amazement.

Digital branders primarily eschew traditional, linear advertising techniques in favour of delivering more engaging digital experience designed to excite, inspire and enthral customers. By doing so, they’re able to positively recruit new customers to the brand, develop a strong sense of brand loyalty, drive customer advocacy, and remain relevant to their customer base. The product is secondary, the customer relationship the priority.

My take on this? No one likes a hard sell. So, if you spend time learning who your customers really are and deliver content that’s of real value to them, you stand a much better chance of a sale.

Click here to read the full A – Z of Dancestory. Enjoy!

Nina Epellé
Nina Epellé
Founder and Principal Consultant, Digital Gold HQ

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