The Agile Brand: Creating Authentic Relationships Between Companies and Consumers (2018)


Second book by Greg Kihlström, author of Meaningful Measurement of the Customer Experience, The Center of Experience, and others.

The Agile Brand is a follow up to 2016’s The Agile Web, which explored how the agile methodology, when applied properly to digital marketing and website design, can create dramatic improvements in their efforts. In his follow-up, best selling author Greg Kihlström explores how brands that embrace consumer feedback and create a “living” brand that evolves over time while staying true to its values.

Book description:

Brands have evolved over several centuries from simple tools for recognition to something much more nuanced and sophisticated in the modern age. Being an agile brand means taking part in a relationship with consumers. While this means giving up some control over your brand, it rewards you with loyal long-term customers. The Agile Brand follows the story of branding from its beginnings to the authentic relationship with brands that modern consumers want, and gives practical examples of what you can do to modernize your brand in meaningful ways.

Review from GoodReads:

The Agile Brand by Greg Kihlstrom should be required reading for all marketers, brand managers, and others who work on behalf of an organization to grow and develop brands.

The author breaks the information down into bite-size, clearly written sections with a recap at the end of each chapter. The Agile Brand covers many well-known companies who have become branding/marketing icons. The research, knowledge, and insight of Mr. Kihlstrom are obvious throughout the book.

If you are interested in branding and marketing, you need to pick up a copy of The Agile Brand immediately.




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