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'Digitalization changes the way in which brands communicate with consumers'Neele also focuses on strong brands that embrace digital technology and thus develop a competitive advantage. “They perceive digital technology as a friend, rather than the enemy.” The fund manager refers companies that implement digital techniques in an innovative way to Simon Sinek's concept of ‘the golden circle'. This strategist states that companies know what they are doing and how they are doing it, but not why they are doing it. According to him truly innovative companies start with the why. In his famous Ted talk, Sinek explains that an innovative company like Apple doesn't say that it makes fantastic computers but that it approaches things in a different way – it wants to make beautifully designed products that are simple to use.
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