#30 Brand as Experience

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

The Agile Brand

Marketing, Business

4.9 • 113 Ratings

🗓️ 27 August 2019

⏱️ 7 minutes

🔗️ Recording | iTunes | RSS

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Summary

Second part of a multi-episode discussion of what changed to cause the need for agile brands. Unlike the “Mad Men” days of advertising, it’s not enough to send one-way messages. Successful brands don’t talk at people, they engage with them. A modern brand offers a multi-channel customer experience that is a persistent two-way exchange, more like a relationship than a one-off experience.

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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. Welcome back to the agile world. This is Greg Kilstromstrom in the last episode I started talking about
0:14.8	what really changed to enable and and allow agile brands to come into existence and and the types of changes that have kind of necessitated that brands
0:26.7	take a more agile approach.
0:27.7	In the last episode I talked about social transformation, so not just social media but really the idea that the way that we
0:36.1	look for things the way that we shop the way that we ask for recommendations give
0:39.8	recommendations has really been transformed over the last couple decades through
0:44.8	really through the internet and then more recently through social media
0:50.0	and really the changing behavior that that brings.
0:53.0	Today I'm going to talk about the brand as a relationship and I think this is an important thing that I talk about in my book, the Agile Brand, and I talk about in my book the Agile Brand and I talked about this as part of the evolution
1:08.1	of branding of several episodes back.
1:11.4	It's kind of the final stage in the evolution of Brown or the most recent
1:16.3	because I don't believe we've we've finished the evolution but you know it's
1:21.3	the most recent stage in evolution of branding from really you know an
1:26.7	object that that you see a logo to an experience and now now this this more two-way relationship.
1:35.0	And there's a couple things here that I think are worth pointing out.
1:39.0	First, I believe that this relationship, the dynamic in the relationship is changing and it's
1:45.4	becoming where brands, you know, started out many years ago when there was less, when there was
1:52.4	less variety and less products on the shelf so to speak, brands
1:57.0	had all the power. If you didn't want to choose one of three products, really you didn't have an alternative. I think in this world where you can go anywhere, you know, you go to Amazon and there's a million different products that suit your needs when you can customize things so much.
2:17.2	Consumers are getting more and more of the power and that's a I think that's a great thing.
2:22.2	I think brands that embrace this and that adopt this are
	...

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