Definition
With increased competition, and consumer preference for more tailored products and services, brands were forced to differentiate themselves beyond occupying an idea. They needed to insert themselves into key life moments and become part of our experience.
These are explored in more depth in The Agile Brand (2018) and The Agile Consumer (2019)
Related
- The Evolution of Brands
- Brand as Object (Evolution of Brands)
- Brand as Idea (Evolution of Brands)
- Brand as Experience (Evolution of Brands)
- Brand as Relationship (Evolution of Brands)
- Brand as Facilitator (Evolution of Brands)
Products
Resources
- Book: The Agile Brand (2018) by Greg Kihlström
- Book: The Agile Consumer (2019) by Greg Kihlström