Everything old is new again: How some traditional brands have used martech to support growth
The key to a successful transformation proves to be a focus on core values.
Every day we hear of more and more well-known traditional brands shutting their doors. There’s no shortage of thoughts as to why this is happening (retail apocalypse, anyone?), but in many instances, it’s a simple case of a brand not staying connected to its target.
But there is hope. Some brands are re-evaluating their missions and finding commonality with today’s shoppers. In many cases, this means embracing marketing technology, and in some, recentering their core business around it.
Sure, it’s a digital transformation. But it’s more.
Having the foresight to back up, look at your business and see how martech could take your 50-year-old business into the next 50 years takes guts and a commitment to the brand’s core qualities, those that made it successful to begin with.