A few years ago, at the inaugural Infinitive Digital BrainFest, I introduced you to another Phil Kyle – a prominent tattoo artist based in the UK who is very active on social media and was recently featured on the reality show London Ink. I invited him to this year’s event, because he is my digital “Siamese twin” (though unfortunately he couldn’t make it).
Because of our overlapping identities, samples of his elaborate and impressive artistry often show up in my feeds, and my musings on BI, big data and other hot topics from the digital world show up in his feeds. While this mingling of unrelated content amuses my wife and kids, his followers must have no idea what to make of it. It’s certainly worth asking whose brand is being hurt or diluted by this confusion of Kyles!
Dealing with Digital “Siamese Twins:” The Importance of Protecting Your Brand Identity Online
In all seriousness, this ongoing saga raises a few interesting points. For one, in the digital world, brands must be carefully monitored and protected, even as opportunities to reach more people and new audiences proliferate. For instance, we love to share Infinitive’s latest thinking and client success stories, but that content is not necessarily of burning interest to subscribers of Tattoo Cult magazine.
This is not just an issue for niche publications. Within a fast-changing and fragmented digital advertising landscape, publishers and brands continue to seek ways to ensure that the right content and offers will show up in the right channels and properties at the right times.
It’s an especially tricky challenge for premium brands as programmatic buying alters the landscape of the digital ad industry, and as marketers of all stripes come to terms with a truly multi-channel world. And let’s not forget the very real security implications, too, beyond brand risk.
Digital BrainFest is all about finding solutions and identifying opportunities in the digital world. This year’s event was no exception. I just hope next year we’ll also be able to set up a booth where you can get some ink among all the creative brainstorming, insight sharing and networking!
There are more 2014 Digital BrainFest highlights to come – bookmark the Digital BrainFest Highlights page (where you can also check out highlights and videos from previous years), and watch our blog for the latest updates.