Always On: Digital Brand Strategy in a Big Data World.

Abstract

Always On explores how organizations can develop, implement, and maintain effective digital brand strategies in an era dominated by big data. The book emphasizes the need for agility, leadership alignment, and adaptable processes to thrive in a constantly connected marketplace. Øverland argues that companies must tailor their strategies to fit their unique environments, rather than adhering to rigid, one-size-fits-all models. With big data becoming a standard framework for decision-making, the book underscores the importance of governance and performance management to ensure sustained digital presence and success.