Back in 2013, after the halftime show of Super Bowl XLXII, the entire stadium went dark. The brands that thrive are those that pounce fastest on potential opportunities. This is “agile marketing,” an approach that takes a page out of the Agile Development method that software engineers and developers have been using for years. Then they quickly evaluate, assess, optimize, and supplement their strategy. Nimble brands can set dozens of small ideas and initiatives into action instead of just a few few long lead, big ideas.

In the modern social media-influenced market, trends and memes rocket in and out of style, and brands that can’t keep pace with the constantly changing times are quickly left in the dust. How do we keep up?

At its core, agile execution requires expecting the unexpected-but more importantly, it requires being prepared when the unexpected arrives. Success in this connected age means ensuring your team executes in an organized, but flexible, fashion. The Third Pillar of Anticipatory Brands: Agile Execution These brands develop Precision Foresights™ for sound strategy, and they ready an arsenal of dynamic tactics to achieve the goals, but there’s one more essential element to building an Anticipatory Brand: being poised to react and adapt to any hurdles or opportunities. I’m not comparing the marketing field to a battlefield (though it occasionally feels that way), but anyone in business knows that no matter how detailed and comprehensive plans are, once we get rolling, there almost certainly will be surprises. This is why we need Anticipatory Brands. In preparing for battle I have always found that plans are useless, but planning is indispensable.” ~Dwight D. Click to read the introduction, Post 1 and Post 2. This is the final post in a series about building Anticipatory Brands.

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