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. In this episode I'm going to talk about brands as relationships.

In the last episode I talked about how a brand is much more than just a logo.

While great brands have great graphic representations,

there's a lot more that goes into a successful brand.

So today I'm going to talk about

how a successful brand is a relationship between a company and a consumer.

Successful brands understand this and have always understood this.

While customer experience is something that a lot of people are talking about in marketing circles lately, it's always been around.

And whether it was part of customer service or whether it was part of a sales mentality of that it's easier to win business from a repeat customer than it is to win a brand new customer.

Customer experience is something that is continually growing and continually important to brands

when there's you know more and more options there's more and more specialization and

it's more and more important to fill a relevant role in someone's life.

So this relationship is something that needs to be genuine.

I don't think that brands can have an unrealistic expectation that this is more than a brand really helping someone when they need it.

It's not an emotional relationship. It's not something where someone wakes up in the morning and wonders how their favorite brand is doing.

I think that's an unrealistic expectation. But when you wake up in the morning and you want to make it to work and be happy and get through the day,

you probably think about, if you're like me at least, you think about getting a cup of coffee.

To me, my relationship with a company like Starbucks, for instance, is not so much I care

about Starbucks and how they're doing in the morning. It's that I know that they make my life easy because I can order a cup of coffee before I get to a store through a mobile app and when I show up it's there it's

waiting for me they have made that process seamless they've made a relationship

...