Digilogue: How to Win the Digital Minds and Analogue Hearts of Tomorrow's Customer

4: Digilogue

Less boxing, more capoeira. Coordinated moves choreographed into a temporary standstill. Even the two combatants are surprised by the curious turn of events. What will unfold next? The commentators are dumbfounded.

In this round, we are forced to ask the question: can we have our cake and eat it too? Can we have a polyamorous love affair with both the digital and the analogue? Could it be that the two don’t have to be mutually exclusive? What can analogue brands learn from digital brands, and vice versa? We will learn from brands like TED, GoGet Carshare, Zappos and Toni & Guy how clicks and bricks can combine into wonderful Digilogue Strategy Maps that enable brands to win both digital minds and analogue hearts of tomorrow’s customers. Let us get down to business.

Providing value to digital minds and connecting with analogue hearts

I am a bit torn. I’m in the midst of a complicated love affair — with two lovers. One is the Penultimate application on my iPad and the other is my companion of 10 years, the classic Moleskine diary.

Penultimate is great. She is digitally savvy, fit for purpose and tuned into the latest trends. She is just an upgrade away from becoming even better. Moore’s Law is on her side (see chapter 1). Penultimate contains thousands of pages of my hand-drawn notes, models and client briefs. In one place. (Actually kind of in two places — Penultimate syncs my digital notes to the cloud via Dropbox.) However it’s stored, what it ultimately means ...