An agile brand strategy allows organizations to update traditional brand messages in the moment as events happen, while still remaining true to their core values and identity. Agile branding is not about changing things all the time; it’s about responding and iterating in order to stay relevant.
Technology is the driving force behind agile branding. Modern consumers expect more from their favorite brands, and through a variety of tech platforms, they interact with them on a daily basis. Connecting to consumers through digital and largely interactive channels (like social media) gives brands access to a valuable supply of consumer data. In this “always-on” culture, knowing what consumer audiences are saying, thinking, and feeling about your brand in real time is at the core of an agile brand.