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 Kilsstrom. In the last episode I talked a bit about a brand that I think really exemplifies some of the key principles and approaches of an Agile brand, Netflix.

Today I'm going to talk about what some of these principles are,

and I've outlined six of them in my latest book, The Agile Brand.

I'm just going to talk through these one by one

here in this episode and give a little highlights of each. The first key

principle, the highest priority is to add value to people's lives through meaningful interactions and tangible benefits that brands offer to customers.

I've talked quite a bit about what a brand consumer relationship really means and I think it's important to be realistic about that.

It's not a it's not an emotional relationship. It's a very practical relationship.

But when it works, it's very meaningful.

It's brands being at the right time,

at the right place,

with the right product, service, or even message.

Adding value to people's lives means it's not always about making a sale.

It's not always about a short term, but it's really about being there when someone needs something.

It could be something relatively trivial. Someone needs a laugh.

Someone needs a cup of coffee, but it's being there, being relevant, and knowing when you're the right fit for that customer.

The second principle, we believe brands play an important role in society

and when they're managed properly,

they can add value to people's lives.

So management of a brand

and putting that into context,

...