Marketing Today with Alan Hart

Alan Hart, host of Marketing Today, goes behind the scenes with the world's best chief marketing officers and business leaders. Listen in to learn their strategies, tips and advice. What makes a great brand, marketing campaign, or turnaround? Learn from the experience and stories of these great marketing and business leaders so you can unleash your potential.


episode 275: A Masterclass in Agile Master Brand with Lippincott's Nital Patel

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)

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  • Lippincott Twitter:

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 2021-09-01  30m