IT Builds the Brand-And Trust

Technology can help build brands. That's what Chris Murphy, editor at sister brand InformationWeek said in his latest column.Murphy interviewed brand consultant Andy Bateman, CEO of Interbrand, who said the CIO is just as important to building the brand as the CMO. Technology, Bateman told InformationWeek, is important because it's how companies build trust-something so vital to financial institutions these days.

"How do you build trust back? One of the ways is to be transparent, explain what's going on and expose, using technology, more levels of your organization, as well as customer data. Now is the time when brands could be using new technologies to engage in conversations and almost reinvent themselves."

Bateman noted the recession is really putting the spotlight on the IT side of businesses in that technology is what will help companies adapt to the "new normal" of marketing.

The entire article can be found at InformationWeek.com.