You’re not really a brand owner until you own your brand data too

I was having lunch with an assistant professor of machine learning recently, when he asked me why, as a brand and design specialist, I was so interested in data?

My reply was quite simple. If you want to take ownership of your brand and control how it develops and grows, then you must understand and own your data too. And I didn’t have to look too far for an example.

I’d invited my friend to have lunch to discuss some of the more advanced aspects of data science, so I booked a table at a restaurant he suggested, followed up the booking with a confirmation the day before our lunch, and then as the host I would pay for the meal with my credit card and walk off into the afternoon skyline.

Right away you can see there were three times where the restaurant, let’s call the restaurant the ‘brand owner,’ had an opportunity to talk to and engage with me personally using simple digital tools including email.

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