By Filippos Petridis and Jack Mitchell
Branding—or rather the concept of what a brand is—has faced an onslaught of change in the dot-com era and the years that followed. One consistent reaction among many was, and still is, ‘we have to become digital’. Asking why is like questioning a proven fact: you just don’t do it. Just ‘go digital’. If you don’t, you will be a speck of dust in the afterthoughts of your former customers within the year. But what if there was another way of approaching ‘digital transformation’, one that, in fact, didn’t focus its gaze solely on ‘digital’?