Business
Nital Patel is the Senior Partner of Lippincott, where he works at the intersection of business strategy and customer insights with almost two decades of experience. He works with global brands across industries on different issues such as brand architecture, portfolio, assessment, and positioning. In this episode, Alan and Nital discuss agile master brand, a new version of brand architecture from Lippincott. They explain what it is and dive into the critical aspects of how to implement and use it in your strategy. Nital pays specific attention to the governance of your brand using this model and setting specific timing and criteria for when you merge an extension into the master plan. Listen in to learn all you need to know about managing an agile brand approach. In this episode, you’ll learn: The concept of an agile master brand Connecting new ventures What you need to manage an agile brand approach Key Highlights: [01:26] Inspiration for a French whiskey brand [02:55] Nital’s journey to brand marketing [04:45] What is an agile master brand [07:37] Key elements of a master brand [11:27] How connected should a new venture be to the master brand [13:42] Managing an agile brand approach [18:42] Brands becoming a platform [21:20] An experience that defines Nital, makes him who he is today [23:29] Nital’s advice for his younger self [24:30] What marketers should be learning more about [25:40] The brands and organizations Nital follows [29:09] The biggest threat and opportunity for marketers Resources Mentioned: Lippincott Nital Patel Agile Masterbrand Examples discussed: HPE and HPE Greenlake (cloud computing) Patagonia and Patagonia Worn Wear Marcus by Goldman Sachs Audi and Audi Silvercar Beats and Apple AWS and Amazon John Deere and their platform Purpose meets activist shareholder with Groupe Danone Eadem (skincare brand) REI Coop vs. Patagonia (raincoat purchase example from Alan) Subscribe to the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV) Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa) Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) Connect with the Guest: Nital LinkedIn: https://www.linkedin.com/in/nital-patel-04410a1/ Lippincott Twitter: https://twitter.com/lippincottbrand Connect with Marketing Today and Alan Hart: http://twitter.com/abhart https://www.linkedin.com/in/alanhart http://twitter.com/themktgtoday https://www.facebook.com/themktgtoday/ https://www.linkedin.com/company/marketing-today-with-alan-hart/ Support the show: https://www.patreon.com/marketingtoday See omnystudio.com/listener for privacy information.