HUMAN-CENTERED BRAND DNA: A STRATEGIC FRAMEWORK FOR SUSTAINABLE DIGITAL TRANSFORMATION IN THE NEW GLOBAL ECONOMY
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.597Keywords:
Brand DNA, human-centered communication, digital transformation, sustainable growth, global economy.Abstract
Digital transformation (DX) and artificial intelligence (AI) have become critical drivers of growth. However, growing evidence suggests that many digital transformation initiatives fail because technological implementation is often prioritized over human-centered communication and organizational sensemaking processes. To address this gap, this study adopts an Integrative Literature Review (ILR) approach to develop the Human-Centered Brand DNA (HC-BDNA) framework for sustainable digital transformation. Within this framework, functioning as a dynamic genetic code, Brand DNA translates abstract cultural values into operational principles that guide organizational adaptation. As a sensemaking mechanism, it enables employees to interpret and adopt AI and digital technologies in ways that remain aligned with organizational identity and human values. The HC-BDNA framework consists of five interconnected layers: (1) Cultural and human foundations, (2) Brand DNA encoding, (3) Human-centered communication, (4) AI and digital mediation, and (5) Sustainable digital transformation outcomes. In this model, Brand DNA operates as the central intermediary layer that aligns human capabilities with technological systems, thereby reducing organizational disorientation and strengthening long-term resilience. The study argues that sustainable digital transformation is more likely to succeed when technological change is guided by human-centered values, organizational identity, and communication processes. Accordingly, the HC-BDNA framework offers strategic implications for organizations and policymakers seeking to align AI adoption, human development, and communication strategies to achieve sustainable growth in the global digital economy.
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