BROWN-FORMAN
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Nall . “ But a few years ago , we began to look at what tools Brown-Forman needed to really advance in this data economy . We began to view IT as an enabler and business partner , a function that could provide true solutions not just for the back office but for production teams , sales teams and marketing teams .” This has been a seismic shift in mindset for Brown-Forman , but it is undoubtedly an essential step for any company wanting to remain at the top of its game in today ’ s digital economy .
Storytelling and brand building are the backbone of a successful food or beverage brand , and it is a skill which Brown-Forman has honed for decades . “ We absolutely believe the consumer is king ,” observes Nall . “ Our ultimate goal is for our consumers to understand our product – we want them to make educated choices , we want them to be fans of our brands .” How best to connect with these consumers is a pressing question for any food and beverage business , and Nall believes that technology could be a key part of the solution . “ Whether you ’ re communicating on social media with that consumer , whether you ’ re creating interactive tools for that consumer , how you ’ re targeting that consumer – it all requires technology ,” he explains .
DECEMBER 2018