Andy Baker — CEO & Founder, Sesimi
Published:
We refer to it very much as like as freedom within the framework. So, let the user change some elements that are pertinent or relevant to those things that I described just before. But keep it within the boundaries of the brand guidelines, keep it within the boundaries of the regulatory requirements from an advertising standard perspective. But also give them some assets or ultimate headlines they can start switching in and out, and give them access to tailor and edit disclaimers to suit market regulatory requirements.
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-we-refer-to-it-very-much-as-like-as-freedom-within-the-frame