Brands often have the tendency to be attracted to new technologies, to new platforms. It’s understandable. Every brand wants to be the cool kid that discovered it first and no one wants to miss an opportunity.
However, technology cannot make up for a lack of creativity. The most advanced technological innovation cannot help the brand’s reputation much unless it:
- fits the tone and style of the brand
- enhances the brand experience
- is a platform used by your target audience
- engages the consumers
These are just a few things to consider. Most importantly, do take advantage of new technologies to fuel your creativity. Rather than trying to keep up with what everyone else, especially what your competitors, are doing, see new technologies as an opportunity to try something original, to do something different.