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

agile.world.

This episode I'm going to talk about Agile and how it relates to branding. In my book the agile

brand I give five things that agile brands do which sets them apart. The first

thing is that they have an open dialogue with customers.

So they understand that it's not just about broadcasting one-way messages.

When I talked earlier in an earlier episode about Brand As Object, where it was really just enough to be recognized or get their name out with you know with one way broadcast advertising

That doesn't apply anymore agile brands really understand that they need to have open communication with customers.

And that could be one-on-one communication. It could be, you know, over the phone, over email.

It could be public conversations such as over Twitter, but they understand that in order

to be truly successful, they're going to have to talk with customers, they're going to have

to answer sometimes tough questions. They're going to have to do

customer service in public. That can sometimes yield great results that can

sometimes yield terrible results. There's been some recent airline

examples, several of them, where it really just didn't go well. They had the opportunity

to actually have it go well and have the world see that they know how to do

customer service but it just didn't go that way. There's been plenty of examples

where they where companies have been able to demonstrate very publicly that they

that they're looking out for their customers. The second thing that agile brands

do is that they tell stories that are genuine. In order to remain authentic and be authentic,

those stories that they tell not only have to use real people, that's kind of a given,

but they need to be true to the brand. They need to be true to the values. They need to resonate with their audiences.

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