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 Kielstrom.

In the last few episodes I've talked about some of the things that have changed in the world, in technology, in the marketing industry,

and in society at large that have really brought about agile brands.

So I talked about social transformation, how I refer to really the change in shopping,

buying, referring word of mouth behavior, really brought about by the internet

and more recently social media. Then I talked about brand as experience and brand is relationship, which has really allowed brands and consumers

to have a meaningful relationship, an authentic relationship,

based on companies really understanding, anticipating,

and being there for customers' real needs.

Then I talked about market disruption, so companies like Uber, like Netflix, like Square, who've really

taken an industry and disrupted it and

brands in some of those spaces really interact,

changing the expectations that customers have in certain industries.

In the last episode I talked about exponential technologies,

so things like personalization and automation,

things that allow a company or a brand to reach a lot of customers in a very personalized way,

in a really customized way that makes the experience for the customer authentic and unique and yet doesn't create a lot of undue burden on the brand itself.

And these exponential technologies really allow a brand to be more efficient and more effective because

consumers are a lot more apt to be responsive when something is really tailored to them.

Today I'm going to talk about the modern customer experience

and what I refer to as the device agnostic consumer.

...