#23 The Duality of the Agile Brand

The Agile Brand with Greg Kihlström® | What CMOs Need to Know About Marketing Technology, AI & CX · Jul 2, 2019 · 7m

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 look at audience shifts in terms of how an audience’s preferences and behaviors change over time. This could be measured in everything from how they interact with your brand (e.g., a shift in mobile device usage, or increased adoption of social media for customer service) to their buying behaviors or other preferences. The second way you can look at audience shifts is in how different audiences may find…