#56 The Agile Consumer

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

The Agile Brand

Business, Marketing

4.9 • 113 Ratings

🗓️ 30 January 2020

⏱️ 5 minutes

🔗️ Recording | iTunes | RSS

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Summary

In this episode, I talk a bit about my new book, The Agile Consumer, which discusses the continually evolving brand-consumer relationship. As consumers have more choice, options, and agency to make purchasing decisions, their power increases in the dynamic. This also means that brands need to find new ways to reach and provide meaningful solutions to their challenges.

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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. So I've talked a bit about the evolution of the brand consumer relationship that I go into much more detail in my book, The Agile Brand.
0:20.0	In my newest book, The Agile Consumer, I take this a step further.
0:25.0	In the Agile Brand I go through four steps.
0:27.5	The first is Brand is Object, where names and logos are really enough to differentiate one brand or one company from another,
0:36.1	which evolves into brand as idea where brands need to identify the problems, the challenges, the opportunities that they create for their customers.
0:46.0	As time went on and as more variety was there as consumers had more choices,
0:52.0	experience and ultimately relationships became more and more important.
0:57.1	Brands needed to offer a great experience to customers in order to keep them because there's so much competition.
1:04.8	And then ultimately, when one-off experiences weren't enough, they needed to maintain longer
1:10.1	relationships with their customers, to keep them coming back because it's so much easier to keep and retain a customer than it is to keep winning new ones.
1:20.0	But I think there's a fifth step in this evolution that we are on the cusp of.
1:25.7	And so over time, in addition to brands evolving and becoming more complex, consumers have also
1:31.9	gotten a lot more power. They've gotten a lot more power.
1:33.4	They've gotten a lot more agency to not only be able to choose between companies, to be
1:38.3	able to choose between products and services, but the role that they play, the control that they have in this relationship has become
1:46.4	greater and greater.
1:47.9	So the more choice they have, the more control they have, the more they're able to make decisions and create things for themselves, the more control
1:57.4	that they have.
1:59.0	So this fifth step following brand is a relationship is really a facilitator-maker relationship.
2:08.0	So consumers become the creators.
2:11.0	Instead of brands being solely the ones creating products coming up with ideas
	...

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