Digital Transformations Are Forcing Brands Like Keds and Pernod Ricard to 'Change or Die'

The 2 companies are overhauling how their teams work

About a year ago, Keds started noticing that women were posting lots of photos of themselves on social media wearing the brand’s shoes at weddings. So, its social media and web developer teams started working together to create a shoppable feed that pulls in social posts on Keds.com.