In my travels through the ether I’ve read more than once the proclamation such-and-such is “a digital-first brand.” I have to admit, I’m not quite sure what that means.  If digital is first, what is it second? A brick and mortar business? A print business? I know AI is a growing these days — is that what a digital first brand is?

If this was 1999, I could see calling yourself a digital first brand. That might be clearer. But today, everything is digitized and online.

Being digital today is the price of doing business. If usability is poor, you fail. If online visibility is poor, you fail. If findability is poor, you fail.

It’s simple really. Brands need to be something and mean something. Those spending time attempting to be trendy or common are lost.

Peace.