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DARQ Matters: Guide to Marketing Innovation

Authored by: Diana Kearns-Manolatos, Sr. Director - Global Head of Marketing

Enterprise Digital Innovation is a top agenda item for most banks, asset managers, and insurance companies; however, these organizations are at massively different stages of adoption when it comes to executing against these strategies. Professional services organizations have a unique opportunity to guide businesses on that journey as well as to build brand equity as innovation leaders in key areas across the innovation curve

To tackle this mostly unchartered territory, firms that have progressed in their digital transformation journeys have the opportunity to leverage “DARQ” - Distributed Ledger Technologies (DLT), Artificial Intelligence (AI), Extended Reality(XR) and Quantum Computing - from a brand and marketing perspective to create intelligent and highly-customizable client experiences and a larger industry brand voice as a thought leader in the biggest innovation topics.

This article explores lessons learned and tricks of the trade based on real initiatives with leading global banks and insurance companies to build a brand at the forefront of digital innovation through DARQ marketing with world-class innovation centers of excellence, digital programs and marketing communications campaigns.

Strategic Market Positioning
When it comes to understanding how to position an enterprise, global go-to-market (GTM) program, firms need to first ask themselves one question: is what we have to offer truly innovative? They can go about answering this in a couple of different ways. Industry benchmarking, competitive analysis and customer validation are a good indicator of market needs and serve as a foundation for competitive positioning, messaging and value proposition creation.


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