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 the last few episodes I've talked about a few different aspects that make

up a brand. In the first episode I talked about how a brand is a vocabulary. It's a set of words

and meanings, phrases, ideas that go into someone's understanding of a brand that when used successfully is something that one customer may share with other customers,

potential customers, friends, family, coworkers,

so on and so forth.

Then I talked a little bit about how a brand's more than a logo.

It's not just the graphic representation. It's not just the graphic representation.

It's not just a set of typefaces and colors

and all of those things.

It's really a full set of meanings

that are attached to what a brand can really do for a consumer.

In the last episode I talked about how brands a relationship.

It's a two-way relationship between a company and a customer.

It's about how brands need to find ways to solve meaningful challenges, problems,

and other things in their customers' lives in order to be meaningful in order to get repeat customers and really in order to continue to grow in this last take on

What is really what makes up a brand I'm going to talk a little bit about this

this continually evolving idea of brands. I'll talk a little bit more about

the evolution of brands in a few episodes. But to close this idea of what is branding, I wanted

to talk a little bit about how the relationship is evolving.

As consumers become more sophisticated,

...