CHAPTER 1
KEEPING THE BRAND PROMISE
We’re standing at the dawn of a digital business revolution. As with the beginning of every revolution, those in the midst of it can feel it, sense it, and realize that something big is happening. Yet it’s hard to quantify the shift. The data isn’t clear. It’s hard to measure. The pace of change is accelerating. Old rules seem not to apply. It’s hard to put any kind of structure around the changes and to put the pieces together.
But we can qualify the shift. We’re doing it piecemeal. We have one-off stories about massive business model disruption. And all of us can see the impact digital technology is having on our personal lives. From how we interact with one another to how we engage with organizations, the ...
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