Agile Brand according to Landor

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.
— Lois Jacobs & Thomas Ordahl, Landor

Great insights shared by the Landor team, see the sum up below:

  1. Adaptive: Above all else, agile brands are willing to change and change quickly. They understand that success requires being both nimble to risk and responsive to opportunity. Purposeful evolution is inherent to how they are managed.

  2. Principled: At first glance, principled seems to be the antithesis of adaptive, but agile brands must also be very clear about what they stand for. They seek new ways to deliver value and ensure relevance, but at the same time are guided by an enduring promise. It is this interplay between standing for something and yet never standing still that makes agile brands successful.

  3. Networked: We live in a world of co-creation. Agile brands are sustained and shaped by ongoing conversations. Through a network of customers, employees, partners, and communities, they invite collaboration to ensure they have vital relationships and ongoing market relevance.

  4. Leading: Forward-facing, agile brands constantly seek new possibilities to increase value and refine priorities. This means being active rather than reactive. For too long, brand management held to a certain passivity, thinking that the cathedral must be defended. Today, if we don’t seek new ways to define the brand, we risk being defined by others.

  5. Multichannel: Agile brands work meaningfully across media, experiences, and platforms. Over the last 20 years, the evolution of digital has shown us that we must do two things for certain. The first is to assume change will continue. The second is to assume we probably have no idea what that change will be. Effective brands learn to adapt to the context of the medium—whether Twitter, Facebook, or pop-up retail—while remaining true to whom they are.

  6. Global: Today, every business is a global business and with that comes opportunities to learn and reach new customers. Even if limited to a local market, nearly every business can face unexpected competitors, innovations, and insights from outside their region. Given this, brands must be able to learn from the global marketplace and ensure they are relevant to the needs of local markets.

Laurie MillotteComment