What Keeps a Brand Relevant Over Time - Jason Anello

In Chapter 6 of 15 in his 2010 Capture Your Flag interview with host Erik Michielsen, creative director and experience marketer Jason Anello highlights what makes a brand relevant. Thinking of a brand as a person, complete with personality, is an approach Anello uses to communicate his point. It is about maintaining genuine, consistent behavior while also embracing and adapting to cultural change as time lapses. Here, Anello points out that it is less about full immersion into a trend than it is about recognizing new ways the brand can test different ways to communicate or share itself with its audience. Anello is the co-founder of non-traditional marketing agency Manifold Partners - www.wearemanifold.com . He is the co-founder of Brooklyn-based supper club Forking Tasty - www.forkingtasty.com . Previously he held creative leadership positions as an Ideologist at Yahoo's Buzz Marketing team and as an associate creative director at Ogilvy & Mather - www.ogilvy.com . Anello is an alumnus of the University at Albany - www.albany.edu .