Is digital the new black (or can brands thrive in today's UX-obsessed digital "undifferentiation factory") ?
"You can have any color as long as it's black" said Henry Ford in 1909 about its revolutionary T.
Beyond revolutionary, superlative promises today's brands digital experiences tend to all look and feel like the same.
From the generic reservation forms to the navigation path (scroll down, scroll down), from ultra-personalization promises to dull and gimmicky chatbots. All ruled by King Consumers, the dictature of UX and the boom of tech consultancies.
Have we and the world forgotten the "brand=differentiation" equation or has branding gone obsolete ?