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...