#23 The Duality of the Agile Brand

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

The Agile Brand

Business, Marketing

4.9 • 113 Ratings

🗓️ 2 July 2019

⏱️ 7 minutes

🔗️ Recording | iTunes | RSS

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Summary

While some things need to stay the same in a brand, a truly Agile one needs to evolve over time. There are two ways to look at how an audience changes over the life of a brand. First, you can look at audience shifts in terms of how an audience’s preferences and behaviors change over time. This could be measured in everything from how they interact with your brand (e.g., a shift in mobile device usage, or increased adoption of social media for customer service) to their buying behaviors or other preferences. The second way you can look at audience shifts is in how different audiences may find your products and services useful over time. You may go to market assuming that your product solves a specific audience’s problems, but then find that you are instead being very successful with a completely different audience. What do you do? Depending on your strategic approach, you may decide to embrace this new audience, or you may shift your messaging and strategies to focus more on a different demographic.

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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.
0:09.8	Welcome back to the Agile World. I'm Greg Kilstrom. Today I'm going to continue talking about what I refer to
0:15.6	as the duality of the Agile brand.
0:17.7	So last episode, I talked a bit about the things
0:22.0	of a brand that you really do want to maintain and keep constant over time.
0:28.0	Today I'm going to talk a little bit about some of those things in an agile brand that you do want to look at and review
0:36.6	and potentially change or optimize over time.
0:40.8	Because I think it's important that we make a distinction.
0:44.0	You know, traditional branding people will definitely say there's, you know, we don't want to change things,
0:50.0	major things about our brand overnight.
0:53.0	We don't want to do it willy-nilly,
0:55.0	just because a lot of time gets spent in creating everything
0:59.0	from brand guidelines to all of the messaging,
1:02.0	the positioning, all of that effort and you know
1:05.7	larger companies spend millions and millions of dollars not only creating it but rolling
1:10.4	these things out across an entire enterprise.
1:14.0	So you certainly don't want to, you don't want to change things that quickly
1:20.0	that would affect an entire enterprise, you know,
1:24.0	to a global companies, but in an agile world,
1:29.0	we do need to be mindful that there are some things
1:32.0	that we do want to keep an eye on and be agile
	...

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