The Agile Brand
Creating authentic relationship between companies and consumers
By Greg Kihlström
About the Book
The Agile Brand is an Evolving Relationship Between Company and Consumer
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.
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, Kihlström explores how brands that embrace consumer feedback and create a “living” brand that evolves over time while staying true to its values.