There’s a lot of talk these days about “agile brands.” These are brands that are quick on their feet and able to meet consumers on their terms – wherever, whenever and however they want.
But agile brands only get that way with agile and brave brand marketers at the helm. These are marketers who share three characteristics:
1. perpetually seeking new ways to deliver value and ensure relevance, while guided by an enduring promise
2. know that the customer experience needs to be at the center of their universe and that the idea of brand experience is bigger than marketing, spans functions and divisions and before and after actual purchase and usage
3. are able to let go of long-held habits and practices of controlling the creation, growth and management of a brand from the inside-out; and who realize that brand-building is now a two-way street
Ultimately, agile brands get that way as a result of agile and brave brand marketers who take a truly integrated, shared and open approach to building brands.