Agile Brand


An Agile Brand is an organization that is able to be adaptive to both external (market and customer-driven) and internal (employee and culture-driven) change while maintaining a consistent focus on business and customer growth.

This is generally driven by the formal adoption of Agile principles, though the two are not mutually exclusive.

Agile Brand Principles include the following:

  1. Agile brands understand that change is the only constant
  2. Agile brands can identify when evolutionary vs. revolutionary processes are needed
  3. Agile brands make adaptivity and collaboration part of their culture
  4. Agile brands stay true to their values no matter what
  5. Agile brands know it’s not about channels and tactics, it’s about the overall customer experience
  6. Agile brands listen to and respond to their customers; they don’t talk at them