#23 The Duality of the Agile Brand

While some things need to stay the same in a brand, a truly Agile one needs to evolve over time. There are two ways to look at how an audience changes over the life of a brand. First, you can look at audience shifts in terms of how an audience’s preferences and behaviors change over time. This could be measured in everything from how they interact with your brand (e.g., a shift in mobile device usage, or increased adoption of social media for customer service) to their buying behaviors or other preferences. The second way you can look at audience shifts is in how different audiences may find your products and services useful over time. You may go to market assuming that your product solves a specific audience’s problems, but then find that you are instead being very successful with a completely different audience. What do you do? Depending on your strategic approach, you may decide to embrace this new audience, or you may shift your messaging and strategies to focus more on a different demographic.

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