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. Today I'm going to talk about cutting through

the clutter, how in a world where there's so many choices, so many options for customers,

how do agile brands stand out? There's a quote that I often use from

Steve Jobs that says the following. To me, marketing is about values. This is a very complicated

world. It's a very noisy world. And we're not going to get the chance to get people to remember much about us. No company is.

So we have to be really clear on what we want them to know about us.

So this is certainly a quote about focus.

It's a quote about having substance, a lot of things that I've talked about earlier in this podcast, but it also talks about how in this world of near infinite choice, where customers have more and more power because they have more options, they have more

agency to be able to explore and choose, they can buy from companies and

around the world at the click of a button, how does an agile brand stand out?

I also talked earlier in this podcast about how brands have needed to become more complex.

They started out as objects, as logos or names, quick things

that were recognizable and in a sea of only a few options, it was easy to stand out.

But as those options increased, they needed to identify with an idea, something that identified that they could help solve a particular challenge that a customer had.

As time went on, experience became more and more critical, with more and more critical.

With more and more options,

it was not so much about just buying a product

and taking it home or using a service once in a while,

it was, how does that service make me feel?

Is the experience good? Is it quick if it needs to be quick? Is it cheap if it needs to be cheap? Is it

something that I would recommend to my friends? And then as time went on, it became

...