The Agile Brand: Creating Authentic Relationships Between Companies and Consumers

(Hardback)

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Description

Brands have evolved over several centuries from simple tools for recognition to something much more nuanced and sophisticated in the modern age. Being an agile brand means taking part in a relationship with consumers. While this means giving up some control over your brand, it rewards you with loyal long-term customers. The Agile Brand follows the story of branding from its beginnings to the authentic relationship with brands that modern consumers want, and gives practical examples of what you can do to modernize your brand in meaningful ways.

Author Bio

Greg is currently SVP Digital at Yes&, a marketing agency in the Washington, DC region that works with national commercial, nonprofit and government clients. Previously, he was founder and CEO of Carousel30, a digital agency which was acquired in late 2017 by Yes&. He is currently serving as Vice President on the American Advertising Federation District 2 (Mid-Atlantic Region) Board of Directors, Chair of the National Technology Advisory Council for the American Advertising Federation, and on the Virginia Tech Pamplin College of Business Marketing Industry Mentorship Board (MIMB). Greg's first book, The Agile Web, was published in 2017, and discusses the changing landscape of digital marketing and customer experience. He is a regular contributing writer to Forbes and Social Media Today and has written for The Washington Post, Advertising Age, and other publications. He has participated as a keynote speaker, panelist and moderator at industry events around the world including Internet Week New York, Internet Summit, EventTech, SMX Social Media, and Social Media Week. He has also guest lectured at several schools including Georgetown University, American University, University of Maryland, Howard University and Virginia Tech.