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Digilogue: How to Win the Digital Minds and Analogue Hearts of Tomorrow's Customer

Digilogue: How to Win the Digital Minds and Analogue Hearts of Tomorrow's Customer

Anders Sorman-Nilsson

ISBN: 978-1-118-64139-2

Jun 2013, Wrightbooks

288 pages



How to leverage the enduring human need for analogue experiences to attract and retain more customers in a digital world.

Anything that can be digitised will be digitised. But can the digital-connect ever really replace the personal touch? Is word-of-mouse always more effective than word-of-mouth? And what of customers’ enduring need for analogue experiences (think analogue watches, paperback books and multiplex movie theatres, for example). In your rush to embrace your customers’ digital mind are you ignoring an equally valuable asset: their analogue heart? Better yet, how can you leverage the analogue heart to provide your company or brand with an unbeatable competitive edge?

The answer, according to internationally acclaimed futurist, Anders Sormon-Nilsson is Digilogue — the ‘translational sweet-spot, the convergence of the digital and the analogue.’

A book that will revolutionise how you do business in a digital world, Digilogue provides powerful insights, strategies and tools to help you provide value to digital minds, while connecting with analogue hearts.


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About the author ix

Acknowledgements xi

Prologue xv

Introduction xxi

Part I: The fighters size each other up 1

1: Digital disruption 3

2: Analogue versus digital 29

3: Bringing the old and the new together 51

4: Digilogue 77

Part II: The battle heats up 97

5: Digital grapevine 99

6: Analogue escapism 117

7: Digital diffusion of ideas 137

8: Analogue location drives digital innovation 157

Part III: Hanging up the gloves and meeting in the middle 173

9: Standing the test of time 175

10: Going digilogue 197

Conclusion 215

Index 217