#54 Agile Brands and Society

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

The Agile Brand

Business, Marketing

4.9 • 113 Ratings

🗓️ 23 January 2020

⏱️ 3 minutes

🔗️ Recording | iTunes | RSS

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Summary

I feel it’s important to address one other key aspect of brands that is part of the “new normal.” It’s not enough to simply make a great product, or offer an amazing service. It’s also not enough to simply engage with our audiences on a regular basis. There needs to be something more, and truly successful brands have tapped into this. Just as an agile brand must establish a bi-directional relationship with individual consumers to be successful, there must also be a symbiotic relationship with the world at large. This can play out in ways that impact society, the environment, or other areas that have a large cultural impact.

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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
0:06.4	agile. World. Welcome back to the Agile World. This is Greg Kielstrom. Today I'm going to talk about the Agile
0:15.8	brand and its interactions with society. What I mean by this is for any for-profit company for instance obviously they're
0:25.2	required or they need to make profits revenue they're beholden to shareholders
0:30.7	even nonprofits need revenue to stay in business.
0:34.6	But as time goes on and as the relationship between brands and consumers goes on, there is a shifting
0:40.4	dynamic where customers and consumers actually want more from the
0:45.4	brands that they support and this isn't just causes that they support this is
0:50.3	you know the for-profit, the commercial companies.
0:53.2	They want to align with the values of the companies
0:55.2	that they support.
0:55.9	They have a choice.
0:57.2	There is a lot of choice.
0:58.7	There's a lot of flexibility.
1:00.6	There's a lot of niche offerings in almost every arena.
1:04.0	People have that ability to make a choice and to choose what suits them, what fits with their values,
1:11.2	what fits with what they believe.
1:13.0	Nielsen recently did a survey that shows
1:16.0	73% of millennials are willing to spend more on a product
1:20.0	if the brand supporting it adheres to sustainable values.
1:23.4	That's just talking about sustainability.
1:26.0	So nearly three quarters of millennials will spend more.
	...

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