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Brands are built by “wrapping mediocre products in emotive and social associations” (Galloway, 2016). Nike and Coca-Cola differentiate through the emotional benefits associated with their brand, not their products functional benefit — with the latter long considered the worlds’ most valuable brand (Interbrand, 2016). This brand-building model has not been scrutinised in an environment where technology is a primary driver of organisational success, not merely a support function (E semi-structured interviews were conducted and data collection/analysis was done concurrently. There were three major findings: AI can improve operational efficiency — improving the consistency in which a brand delivers their promise. Natural Language Processing (NLP) can improve elements of customer service. And Machine Learning enables personalized offerings, but organizations are limited by data quality/quantity and knowledge of the technologies applications.
West et al. (Mon,) studied this question.