The agile brand

This article explores the new demands made of brands as markets and disruption happen much quicker, and argues that 'agile brands' are the answer.

The agile brand

Lois Jacobs and Thomas OrdahlLandor Associates

To survive and prosper in today's hypercompetitive, fast-moving world, brands need to be agile, to be able to adapt and react quickly, not be set-in-stone, like carefully constructed brand cathedrals.

This article is from the 50th anniversary issue of Admap, which looks ahead to the future of brand communications.All Admap articles are available exclusively on Warc.

To borrow a famous opening line, for today's brand specialists this is the best of times and the worst of times. Brand has gone from rarified marketing concept to...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands