Agile marketing: Purpose keeps a brand agile

This article argues that to be agile a brand needs a high-level emotionally engaging idea or purpose that can be easily adapted to multiple campaign executions.

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...

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