[비즈한국] Data and branding are a rather unlikely combination of words. Data feels inherently digital, while branding carries a more analog feel. They can even feel as far apart as the sciences and the humanities. Yet, they share a curious commonality: many people are at a loss for how to handle either of them.
These two seemingly incompatible elements finally converged after the world underwent a massive upheaval. COVID-19 completely transformed the way people communicate, and the same holds true for the relationship between companies and consumers. Now that traditional branding methods no longer work, where and how can companies meet their consumers and leave a lasting impression of their unique identity?
Data Branding - In the Era of Great Transformation, How Does Data Become a Brand's Weapon?
Written by Kim Tae-won, UX Review
349 pages, 18,000 won
For the past decade, 'Big Data' has been one of the biggest buzzwords in corporate activities. Even in South Korea, where information and communication technology is advanced, data collection has been constant. However, there have been very few cases that provided clear answers on how to process and integrate the vast amount of unstructured data collected to draw meaningful conclusions. While companies wandered, unsure of what to do, the data just kept piling up like a snowball.
Kim Tae-won, the author of 'Data Branding' and Director of the Data Command Center at Innocean214320 Worldwide, points out that we are still trapped in outdated approaches. He emphasizes that the importance lies not in what data we need or how to collect it, but in how we view that data. In short, it is about asking the right questions.
The more data there is, paradoxically, the less important the data itself becomes. In an ocean of countless data points, the purpose of the analysis—what you are looking for—is more important. The perspective of the analysis—how you look at it—is more important. You need a systematic framework for how to analyze it. -p. 71
The author advises readers not to get buried in data trying to find answers, but to rise above the data to look further ahead. To do this, he says, we must first shatter our illusions about data. It is impressive when he explains that just because something is data-driven, it doesn't mean the conclusion is objective. This is because the analyst's subjectivity inevitably enters the process of analyzing data. While many emphasize 'data-driven' decision-making, he argues that we now need 'data-driving' decision-making, where we take the lead over data. Data never reveals everything on its own.
This is where the competence of a data user is tested. How do we connect data that previously seemed to have no meaning? And how can that be applied to actual business? The author explains this through the concept of 'Datatelling.'
The essence of data storytelling is connecting the dots of data. It is the beginning of data storytelling when data that previously had no connection is newly linked to other data and given meaning. -p. 144
After shedding the illusions and stereotypes about data, the intersection with branding finally begins to appear. But something is still missing. So, what exactly does data have to do with branding? The author boldly argues that in this era of great transformation, the traditional branding paradigm is shifting; it is no longer just about 'Brand Identity,' which manages and defines a brand, but about 'Brand Context,' which dynamically changes according to the situation.
Consistency can be a good way to control a brand, but it also has the disadvantage of creating a rigid and monotonous perception. If you only emphasize consistency, you lose dynamism and diversity, and the freedom to pursue something new disappears. On the other hand, great brands don't worry much about consistency. Like people, they focus on truth and sincerity, aiming for 'authenticity.' -p. 294
The author explains that the best way to maintain context is not to define and cling to the inherent identity of a company or product, but to focus on context—how it is perceived by consumers in the ever-changing circumstances of the times. And in the current situation where non-face-to-face consumption has surged due to digital technology and COVID-19, data is the only and most efficient way to grasp that context. This is where data and branding finally meet. Bingo.
'Data Branding,' which urges new approaches to the brand methodologies established over the past few decades, is well worth reading if only for the fact that it suggests another path in these confusing times. The world is changing too fast to be merely stubborn.