Prof. Micael Dahlen: »Have fun and explore«

»People appreciate playfulness and boldness« says Professor Micael Dahlen, Stockholm School of Economics. He encourages beauty brands to embrace the possibilities of the digital age, collaborate and make mutual leverage of platforms.

MARKENARTIKEL: Regarding the digital transformation you encourage brands to stop the fuss and start moving on. Beauty brands still seem lag behind behind though when it comes to digitalization. How would you encourage them to embrace the new possibilities?
Micael Dahlen: Have fun and explore. People appreciate playfulness and boldness, they are powerful signals in and of themselves. Just look at the world’s most iconic brands, such as Apple, Google, and Tesla – they don’t do everything right and succeed in everything they do, but they convey a playfulness and boldness that everybody wants to partake in, that makes them engaging, current and relevant.

MARKENARTIKEL: Is that the key?
Dahlen: Remember that the brand consists of people – all the people in the organization already use digital media all the time and are far greater experts than the brand allows them to be. Encourage them, and enable them to interact with the world in digital media as part of their jobs and brand memberships, rather than as something they do when they get off from work.   

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