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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 Kielstrom. In the last couple of episodes

I've been talking about the evolution of branding. I started with Brand as Object, where really it was enough

to be recognized by your name or your product name or logo, moved into

Branda's idea, which is where brands needed to occupy some mind share of their

customers and really help them understand how their product could be used and the type of experience they could have.

Then I moved into brand as experience, which is offering not only a good purchase experience, but an ongoing experience and a consistent experience over time.

The last evolution, the latest evolution,

is Branda's relationship.

So I talked about Branda's experience

and where, you know, how an experience is so important to how whether a

consumer buys again if they report you know if they give a bad review online or not, or things like that,

relationship takes this a step further because a lot of the experiences that

the customers have with companies are one-time transactions and they aren't necessarily

coming back even if they have a positive experience the first time. What

successful brands have done is find ways to create relationships with customers. Even product companies where you may not

buy the product often need to find ways to engage and keep people, you know know keep their brand top of mind.

This has done a lot through content marketing such as you know helping people find ways to use

...