Allen Adamson, managing director of Landor Associates, has a message to brand experts and technology whizzes: Join forces. Furthermore, he has ideas about how companies should be simplifying their message and interacting more with customers. The key is using the technology to learn as much about customers' needs and wants as possible—and then doing something about it. Sounds simple enough. So, why aren't more people doing it? He recently spoke with Consulting about all of these ideas—which are all available in his new book, Brand Digital .
Consulting: One of the key themes in the book is that there are two kinds of people who need to unite: brand experts and technology experts. Why?
Adamson: People who know branding have been scared by the technology. People who know technology haven't cared about the branding. But those worlds are merging and to be successful today, people who know branding need to understand the technology and the people who know technology need to understand how to use it, not just what it can do.
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