As digital technologies eclipse the broadcast model, consumers are becoming more active in their relationships with brands. Brands today need to recognize their customers as users, not passive consumers of media. Huge has extended the traditional branding framework of mission, vision and beliefs to include a brand’s capability — what the brand must enable digitally for users.
Brand strategy allows us to create and activate brands in a modern way by combining classic account planning skills with digital strategy, data and user research, actualized through business strategy, design and technology. When we know what problems a brand can solve and understand what value it can bring to its users, we can define the brand’s digital vision for clients and translate it into products, services and campaigns that users love.