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\u201cBrands today are more dynamic than ever before. We need to keep the idea of brand from being esoteric." And we need better tools for managing and measuring brand impact across platforms. That\u2019s exactly what Luke Beatty does as CEO at Brandfolder. We discussed all of this and more on this week\u2019s episode of the On Brand podcast.\nAbout Luke Beatty\nPrior to joining Brandfolder as CEO, Luke Beatty served as the President of Media Brands at Verizon and as a Managing Director at TechStars in Boulder. In 2004, Luke founded Associated Content, which was sold to Yahoo in 2010. He holds a Master\u2019s from Harvard University and an undergraduate degree from Connecticut College. Along with riding a bicycle every day, Luke is a youth lacrosse coach and fly fishes around the world.\nEpisode Highlights\nBrand\u2019s today are more dynamic. Luke kicked off the show with something he talks about a lot \u2014 why brands today are more dynamic than ever before. There are three drivers of dynamic brands ...\n1) Alignment. \u201cBrands want to define their own adjacency.\u201d This requires a deep understanding of meaning. You can\u2019t just switch the brand's colors. You have to know what\u2019s behind a big move like this.\n2) New products. It\u2019s harder than ever to capture attention and launch new products. However, brand can be a powerful tool. \u201cLook at IHOP/IHOB.\u201d IHOP has gained attention through this conversation about changing their iconic brand name. Whether or not they change their name for good, we\u2019re all talking about IHOP \u2014 and about their expanded burger menu.\n3) Revenue. Simply put, money is a driver. Creating new instances of the brand means more money. This is why sports brands introduce throwback uniforms \u2014 to sell more uniforms.\nBeyond creative. \u201cMost (brand) tools today are about creating creative.\u201d That\u2019s why Luke and the Brandfolder team focus on analytics in addition to asset management. \u201cWe provide library metrics for your brand.\u201d Luke went on to detail the three layers of measurement and insights.\nWhat brand has made Allen smile recently? \u201cPatagonia!\u201d Luke shared why he believes Patagonia is the quintessential dynamic brand.\nTo learn more, go to brandfolder.com or you can email Luke. You can also follow Luke on Twitter. WARNING: There will be tweets about fishing and bikes, in addition to brand talk.\nAs We Wrap \u2026\nBefore we go, I want to flip the microphone around to our community \u2026\nJulia Carcamo gave me a shout on Twitter about my new book. Thanks, Julia!\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\nOn Brand is sponsored by my new book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0iTunes,\xa0Stitcher,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0iTunes\xa0and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices