30: #30 Brand as Experience
Second part of a multi-episode discussion of what changed to cause the need for agile brands. Unlike the “Mad Men” days of advertising, it’s not enough to send one-way messages. Successful brands don’t talk at people, they engage with them.…
29: #29 Social Transformation and Brands
First part of a multi-episode discussion of what changed to cause the need for agile brands. Social media, in its broadest sense, has transformed commerce, marketing, media relations, and our relationships with both brands and our colleagues, friends,…
28: #28 Letting Go in Order to Have Deeper Customer Relationships
Our last episode on the subject of what sets agile brands apart. Agile brands have a two-way relationship with their customers, particularly their best and most loyal ones. What does this mean? Brand development and marketing still belong to the…
27: #27 Staying Nimble by Always Listening
Continuing our discussion of what sets agile brands apart. “The customer is always right” is a cliché we’ve all heard countless times. It’s vital to listen to our customers so we can understand what they are saying, and why they…
26: #26 Using Data to Drive Deeper Insights
Many companies got on the “big data” bandwagon early, driving it on a path of growth that IDC predicts will reach in excess of $200 billion by 2020. Many realized that with big data came a lot of tough decisions…
25: #25 Telling Genuine Stories with Your Brand
Continuing our discussion of what sets agile brands apart from others. Today, we’re talking about telling genuine stories. Any brand story must be authentic and stay true to your company values. It must also resonate with your customers’ values and…
24: #24 Open Dialogue with Customers
We all hear about engagement, but what does it really mean? To many digital marketers, it’s a metric to be reported. Consumers rarely view engagement in the same way, or think of it all. In an era where advertising and…
23: #23 The Duality of the Agile Brand
While some things need to stay the same in a brand, a truly Agile one needs to evolve over time. There are two ways to look at how an audience changes over the life of a brand. First, you can…
22: #22 Constants and the Agile Brand
Once when I was speaking on the topic of agile marketing at a conference, someone asked a question that should be addressed here: Doesn’t it go against the fundamentals of branding to be so agile, and adapt to change so…
21: #21 Special Episode: Data Untangled with Jennifer Kling and Ram Palaniappan of TEKsystems
This special episode is generously brought to you by TEKSystems. Every organization has a not-so-secret weapon: data. It’s incredibly valuable information generated from every aspect of the enterprise, including research and development, sales…
20: #20 What is an agile brand?
Having discussed what agile is and means, let’s talk more specifically about the current state of branding, and what I’ve defined as the Agile Brand. Agility is built on principles of sprints and optimization discussed in the previous chapter,…
19: #19 Agile marketing
Building on the last episode that discussed agile methodology, this episode explores agile marketing in greater depth.