Brand strategy: The agile consumer

This article argues that brands need to be more agile, with less rigid thinking and business structures, to meet the needs and wants of modern consumers.

Brand strategy: The agile consumer

Chris ChalkCheil Worldwide

Business agility is the defining business challenge of the 21st century. Brands, therefore, need to think differently and they must be less rigid by breaking away from the assumption of sustainable competitive advantage and instead embracing adaptable differentiation.

In today's 'change is the only constant' world, agility is the asset that successful brands must possess to succeed. Technology has fundamentally changed how people behave. Whereas mass-market consumers would passively absorb marketing messages conveyed by television and print media, the new agile consumer has discovered the 'off' switch and seeks her recommendations...

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