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. This is Greg Kilstrom.

I've been talking for the last couple

episodes about the external factors that have changed in the world in society and

technology that have really necessitated an agile brand to come to being.

So the first episode I talked about social transformation and not just social media but really

how our buying habits

uh... whether that's researching buying

talking about things referring word of mouth all of those types of things

have really

affected our social behaviors.

In the last episode I talked about brand as experience

and brand as relationship.

I use the example of the Nike Plus app,

where Nike was smart enough to adopt something,

in this case an app that people use you know practically on a daily basis with that really fits their lifestyle and

Insert Nike into their lifestyle.

And you know having done this since, you know, 2006, I think when it was first created, really

put them ahead of the curve and really not only allowed them to be used by their customers often and daily,

but it was really in line with not only the company mission but its values and everything.

Today I'm going to talk about market disruption.

...