Book overview 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.