Where should digital sit?

Pretty much everywhere

Given the apparently broad consensus that silos within organizations are not helpful in terms of integrating much of anything (and definitely not brand and retail strategy) it’s a little surprising that so many organizations are building a sparkling new silo called “digital.” It may not be surprising given the rapid growth of digital engagement by consumers and shoppers alike, but it surprising because digital is so easily recognized as medium or channel for engagement — a touchpoint — but not a discipline of marketing unto itself.