Andy Baker — CEO & Founder, Sesimi
Published:
Just because you have access to those tools, does not necessarily mean that you have therefore the right to be constantly making and changing content.
What does Andy Baker say on The Agile Brand with Greg Kihlström?
Andy Baker, CEO & Founder, Sesimi, says: Andy Baker of Sesimi discusses the 'last-mile' problem in marketing: how centralized strategy gets diluted at the local level when teams have tool access but not clear guardrails. He recommends moving from episodic campaigns to an always-on, systemized marketing operating model that provides controlled flexibility — 'freedom within the framework' — to empower local teams while protecting brand consistency and regulatory compliance.
From: The Agile Brand with Greg Kihlström
Cite as: Andy Baker. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/andy-baker-just-because-you-have-access-to-those-tools-does-not-necess