The case for stacking it up

It is a simple thought.

Next generation marketing can be understood better by creating an equivalence between a techstack and a brandstack

A tech stack refers to a combination of technologies and tools used by a company to build and operate its digital services. It consists of layers, each serving a specific purpose in the development and functioning of software. The infrastructure layer provides the foundation, comprising servers, databases, and networks, providing the fundamental structure for the system.

The platform layer includes the operating systems (OS), development frameworks, and middleware that facilitate the creation and functioning of applications. Finally, the application layer involves the actual software applications that end-users interact with, such as websites, mobile apps, or any other digital products. Consumers are able to interact with the application layer to fulfill their objectives, because the three stacks work seamlessly with each other.

We could similarly imagine a Brand Stack. A stack of intangible technologies and tools used by a company to connect more deeply with its consumers. Think of a brand stack as the essential layers necessary to build and sustain a strong brand presence in the market.

This would consist of the foundational layer (we could call it infrastructure). At the base of the brand stack lies the foundational elements—its values, its mission, and its purpose—that form the conceptual basis for all brand-related activities.

Next would be the platform layer (Tools and Media). This would include the channels, the tools, and strategies used to communicate the brand's message to its audiences. It involves content management systems that include various media and the message,? alongside analytics tools that measure and optimise brand engagement.

On the outside of it all, would lie the experience layer (communications and experience). Just as applications represent user experience in the tech stack, in the brand stack, this layer signifies the overall brand communication and experience. This would include customer service, product quality, packaging, and all tangible and intangible messages across all touchpoints where customers interact with the brand.

Alternatively, you can imagine it as an onion with three layers of think, do, and feel. ‘Think’ is the foundational layer at the core of it all, circumscribed by the Do layer (referred as the platform layer earlier), and surrounded on the outside by the Feel layer (or the experience layer).

It is important to see all the three layers in conjunction. They have to work in tandem and strengthen each other. Unfortunately, in the current paradigm of siloes and super specialisation, such synergy seems to be the first victim, with the brand custodian as the doctor on the operating table.

Secondly, it is not enough to just work seamlessly. All the three need to be in tune with the culture of the consumer it serves. The tech stack evolves constantly to integrate newer technologies for better performance, efficiency, and user experience. Similarly, we need to consciously update the brand stack, enhance the various brand elements, incorporate newer strategies, platforms, and experiences to engage and resonate with the target audience effectively. A good brand stacks constantly adapts to changing consumer behaviours, market trends, and communication channels for stronger brand positioning and connection with the audience.

Thirdly, such a stack needs to be able to be prepared for the future. So, what is next-generation marketing all about ? It is about managing the brand stack to create a more personalized, immersive, and valuable experience for consumers, akin to how a tech stack constantly evolves for better digital products and services.

There it is. A model for brands in the world intoxicated with technology. A brand stack that is seamlessly, culturally resonant and future proofed.

Now, if only someone could automate all this.