#22 Constants and the Agile Brand

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

The Agile Brand

Business, Marketing

4.9 • 113 Ratings

🗓️ 25 June 2019

⏱️ 4 minutes

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Summary

Once when I was speaking on the topic of agile marketing at a conference, someone asked a question that should be addressed here: Doesn’t it go against the fundamentals of branding to be so agile, and adapt to change so easily? What about the core things that make up a brand? For this reason, we need to think of the Agile Brand as being nuanced. Earlier in the show, we described “timelessness” as one of the key aspects of a great brand. It’s important to make sure we don’t confuse matters. While much of our discussion of the agile brand has centered on creating a continually evolving entity, we should also be clear that there are certain brand elements which should not be readily modified.

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Transcript

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0:00.0	Hi, this is Greg. Look for my book The Agile Brand on Amazon or on my website at the
0:05.4	agile.world.
0:09.6	Welcome back to the Agile World. This is Greg Kilstrom. Today I'm going to talk about something
0:13.8	that I refer to as the duality of the agile brand. So as I've been talking about
0:19.8	my book, the agile brand with a number of people, particularly branding experts, marketing experts.
0:26.6	A common question that I get is they get the whole Agile process and methodology and stuff like that but coming from a more
0:36.4	traditional branding aspect they you know they're taught that you know there's a lot of
0:41.6	things in brands that really shouldn't change and you
0:45.2	know you put all of this effort into creating guidelines and standards and
0:49.8	messaging and positioning so So how does Agile and the fundamentals of branding really, how do those things kind of reconcile
0:58.7	each other?
1:00.0	So I talk about this a bit in my book and in the sense of there's two aspects to the Agile
1:07.0	brand.
1:08.0	One is things that stay the same and I'll get into that in a little bit here in this episode and then things that need that
1:17.0	can change and probably should change and be modified over time.
1:22.2	So there's these two really parallel or concurrent tracks that a
1:25.9	brand is always on and really understanding how to get both of these to work with
1:31.6	each other and how to how to maintain both of these to work with each other and how to maintain both of these over time and maintain them effectively
1:36.4	really makes an agile brand or any brand succeed.
1:40.7	So there's a few things again that I go into into more detail about in my book that really shouldn't change or change often.
1:50.0	So these are things like mission, values of the organization.
1:54.5	Those are things that you really do not want to have change over time
	...

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