Webber advises brands to rethink who they are
2010/09/06
The founder of the leading new economy magazine Fast Company, Alan Webber, one of the pioneers in the media world, visited Kontrapunkt Online to discuss digital innovation and branding with a number of large Scandinavian brands including Novo Nordisk, Carlsberg, Lego and Saxo Bank.
The discussion focused on how big brands and organizations can change themselves to seize the opportunities of the digital world. Webber challenged the participants to define what business they were in. “Maybe a brewery is not selling beers, but fun or excitement in the digital space”, he pointed out. The american author and entrepreneur gave a number of examples for companies who think they can stay the same even if their market is fundamentally changing.
Several of the participants agreed and suggested ways to set in motion the cultural changes that a success in a digital world requires.