#15 Brand as Idea

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

The Agile Brand

Marketing, Business

4.9 • 113 Ratings

🗓️ 14 May 2019

⏱️ 4 minutes

🔗️ Recording | iTunes | RSS

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Summary

The second stage in the evolution of brands. With increasing competition from mass production, mass advertising, and mass media in general, the need for brands to be more than an object came along. At this point, it wasn’t enough to simply have a logo that was recognizable and a product that was available in stores. Brands now needed to compete for mindshare. As consumers and marketers have grown more sophisticated, it is not enough to simply be known. Companies and products must stake out a claim on an area of the popular imagination and exist as an “idea.”

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Transcript

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0:00.0	This episode is brought to you by Oracle. AI may be important, but it needs a lot of processing speed, and that gets expensive, fast, upgrade to the next generation of the cloud.
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0:28.5	enhance.
0:30.3	Hi, this is Greg. Look for my book The Agile Brand on Amazon or on my website at the
0:35.6	agile.world.
0:39.6	Welcome back to the Agile World. This is Greg Kilstrand. In the last episode I started talking about
0:44.8	the evolution of brands over time. I look at this in four stages. The first is
0:51.4	brand is object that I talked about in the last episode.
0:55.0	This episode I'm going to talk about Brand is Idea,
0:58.0	which is followed by Brand is Experience,
1:01.0	and then finally the most current evolution
1:04.0	Branda's relationship.
1:05.0	Today I'm going to talk about Branda's idea.
1:08.0	In the last stage, before Branda's idea,
1:11.0	which I refer to as Branda as object, it was enough to differentiate yourself with a name or a different logo.
1:18.0	There wasn't as much variety, there wasn't as much opportunity for consumers to choose.
1:25.4	So it was enough to simply, you know, be different, be recognized.
1:32.2	That's where things like broadcast advertising come into play where you know if you hit people enough with a message
1:39.0	They will recognize your product and then they'll choose yours over the the small selection available.
1:45.0	But as brands increased,
1:48.0	as the number of brands and products increased,
	...

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