New world branding allows designers to access data based on the behavior of their customers, what they like and dislike and the likelihood of them purchasing specific products which allows the designers to gain a deeper in sight into their customer needs. This gives the designers the advantage to create something that they know the customers will like as it is based off the customer’s data.
Interpreting data can be a tricky task therefore here are some tips to help companies understand when it is best to use data to help make decisions: in order to see trends, keep data for an extended period of time, don’t solely depend on data to make your decisions as it does not have all the answers, make sure you are using clean data, keep an eye out for any changes in trends and ensure you are able to adapt to any changes, make sure that the data you collect is from relevant locations and is relevant to your target customers and
lastly, be open to changing your brand as you notice changes in trends and acknowledge micro-segments.
Source: Allen International