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SYNERGIES BETWEEN AGILITY AND AUTHENTICITY IN BRAND STRATEGY
Abstract:
Today’s brands operate in a content-saturated world, where consumer attention is increasingly short and fragmented. In this environment, brands are expected to be agile - that is, able to quickly adapt to new trends, platforms, and communication styles. However, the constant demand for agility challenges maintaining authenticity and recognizability, which are among the key factors of brand success. This paper examines how a brand can be both flexible and grounded, adapting to change without losing its core identity. By reviewing existing literature - where agility and authenticity are often explored separately - it creates space for considering these concepts together and gaining a deeper understanding of their interdependence in today’s digital landscape. The paper argues that clearly defining a brand’s identity and essence is a key prerequisite for effective adaptability. Only a brand that understands its foundation can successfully strike a balance between innovation and consistency, thereby ensuring lasting relevance and consumer trust.
CITATION:
IEEE format
T. Dedić, “Synergies Between Agility And Authenticity In Brand Strategy,” in FINIZ 2025 - The Importance of Business Agility in the Modern Business Environment, Belgrade, Singidunum University, Serbia, 2025, pp. 166-172. doi: 10.15308/finiz-2025-166-172
APA format
Dedić, T. (2025). Synergies Between Agility And Authenticity In Brand Strategy. Paper presented at FINIZ 2025 - The Importance of Business Agility in the Modern Business Environment. doi:10.15308/finiz-2025-166-172
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