Author: Agile Brand Guide

Part 4 of how to create an agile brand. We need to stop thinking only in terms of the individual channels we reach customers through. Instead, we have to think of our customers in terms of their overall experience with our brand. As noted, customers…

Part 3 of how to create an agile brand. It’s also not enough to just be adaptive. Without culture and processes for easy collaboration both internally and with external partners, being truly agile will not be possible.

Every day, threat actors are working to penetrate your organization’s perimeter and access unauthorized, sensitive and confidential information. No organization is immune. Early detection is critical. Identity is at the core of security….

Part 2 of how to create an agile brand. When thinking about evolution versus revolution, you need to know when to take which approach for your own brand. You may need to take each of these tacks at different times. Generally speaking, you don’t want…

Part 1 of how to create an agile brand. While it seems that it’s only in the age of technology that everyone complains about being too busy and things moving too quickly, this isn’t the case. As early as 500 BC, Heraclitus said: “the only thing…

Branding in the age of customer experience

Agile has helped spawn methodologies that address business processes and broader scopes than software, websites, or digital marketing. One of these is “design thinking,” which has its origins at IDEO, a design studio that does a lot of work in…

I go through the principles of an agile brand: • Our highest priority is to add value to people’s lives through meaningful interactions and tangible benefits that brands offer to customers. • We believe brands play an important role in society,…

Netflix is a great example of a brand that has continued to disrupt, innovate and remain agile over time. From its beginnings up against the behemoth Blockbuster, to its current disruption of traditional television and home entertainment, I trace its…

I go through the Agile Brand Manifesto and talk about valuing continual improvement over maintaining status quo.