Agile marketing: Purpose keeps a brand agile
Kate CoxHost Europe Group
To be agile, a brand needs a high-level, emotionally engaging idea or purpose that can easily be adapted into multiple speedy campaign executions. Examples are Johnnie Walker's 'Keep Walking' and HSBC's 'The World's Local Bank'.
Marketing with velocity
This article is part of a collection of articles on agile marketing. Read more.
The concept of agile marketing is now becoming increasingly prevalent – the new kid on the marketing block hanging out with real-time marketing and customer-centric design.
The concept simply applies agile processes pioneered in...