Agile brand management

After software development and project management, marketing is now also becoming "agile". Annette Bruce and Christoph Jeromin define agile brand management as an appropriate, targeted and rapid response to changing market situations. Marketing managers may be reassured by the fact that the authors do not want to abandon the mantra of continuity of the brand core and advise against actionism. Rather, their aim is to reduce the complexity of the brand strategy with a brand positioning model they have developed, the Brand-Market-Connector (BMC), and the instruments derived from it. In the first part of the book they explain the basics of the topic, in the second part they present their own approach, which they illustrate using numerous case studies. All in all, it is a solidly explained, easy-to-apply model which, despite the trendy title, does not hold any particular surprises for those with experience in the industry. getAbstract recommends Agile Brand Management to all marketing managers.getAbstract rating: 6Feasibility: 7Degree of innovation: 6Style: 5