Hi, this is Greg. Look for my book The Agile Brand on Amazon or on my website at the

agile. World.

Welcome back to the Agile World Podcast. This is Greg Kilstrom. In the last couple of episodes I've talked

about what makes a successful brand. I started by talking about substance and how that makes

brands more relevant and meaningful to consumers.

In the last episode I talked about how a brand's focus can not only attract a very specific

type of customer, but also other customers aspiring to either have the experience or the lifestyle

that those target customers have.

In this episode, I'm going to talk about relevance.

In order for a brand to be successful over time it needs to remain relevant.

And this means in an increasingly changing environment, brands need to find ways to reach

not only new audiences but stay memorable with existing audiences.

One example that I often use of this is is LEGO. I grew up, let's just say in the in the late 70s early 80s playing with Legos and you know there were there were very generic

kits that you would get spacemen and so on and so forth and these days there's

everything from Star Wars to Harry Potter to you name it they've even created created their own custom brands as well. But the thing about

Lego is that I mean it was it was founded I think in the late 30s and and has found this

way to remain relevant over the years by embracing not only

different brand lines and consumer lines and things like that but also other types of media. They've been successful in movies, they've been successful in video games,

all sorts of ways where simply playing with blocks

and building things might not have been enough to stay relevant over the years.

They were also able to keep engaging people like me who might have outgrown Legos as a child,

but a sci-fi nerd that I am still fascinated by things like Star Wars

...