Agility is one of the top things that marketers focus on while brand building for some product or service. While consistency was the buzzword in the past, where focus was on providing a seven on ten each time, now brands like to be seen as flexible. Brands used to think of themselves as forts protecting a certain ideology but now they wish to appear nimble. Due to the emergence of disruptors across industries, this agility is all the more important for brands to remain relevant. Business analytics forms a major part of the assessment and for this the Brand Asset Valuator contributes massively. It analyses fifty thousand brands across nearly forty eight characteristics in more than fifty countries. Brands also need to be authentic and communicate a similar picture.

Source: http://www.brandingmagazine.com/2016/07/15/what-leading-brand-thinkers-really-think-02-agility-and-branding/