The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

This is the second of four episodes related to brands and storytelling. It’s time to stop thinking in the broadcast mode of marketing. Simply saying something isn’t enough. Claiming to be the best, the fastest, or the friendliest means nothing without proof, and the proof isn’t just statistics, but meaningful interactions that build relationships. Hosted on Acast. See acast.com/privacy for more in...

This is the first of four episodes related to brands and storytelling. Think about the last time a friend or colleague told you about a brand or product they like. Chances are, one of the things that stood out was something they learned while reading about the product, reading its history, or maybe even using the product. People like to share something new or unexpected about brands they love with...

Part 5 of how to create an agile brand. To create a holistic customer experience, it’s important to use those channels as a means of two-way communication, rather than to deliver one-way messaging directed at consumers. Instead, engage in a dialogue with your customers, and even if you’re not actively communicating with them, listen to what they have to say. As I’ve often told potential and curren...

Part 4 of how to create an agile brand. We need to stop thinking only in terms of the individual channels we reach customers through. Instead, we have to think of our customers in terms of their overall experience with our brand. As noted, customers are becoming more and more “device agnostic” and you could even say they are “channel agnostic” as well. Whether they choose to visit a store, or shop...

Part 3 of how to create an agile brand. It’s also not enough to just be adaptive. Without culture and processes for easy collaboration both internally and with external partners, being truly agile will not be possible. Hosted on Acast. See acast.com/privacy for more information.

Every day, threat actors are working to penetrate your organization’s perimeter and access unauthorized, sensitive and confidential information. No organization is immune. Early detection is critical. Identity is at the core of security. Organizations that can seamlessly manage and maintain user access to business information and data will not only decrease the likelihood of a breach—and the finan...

Part 2 of how to create an agile brand. When thinking about evolution versus revolution, you need to know when to take which approach for your own brand. You may need to take each of these tacks at different times. Generally speaking, you don’t want to continually take a revolutionary approach because you run the risk of alienating loyal customers. They may follow you through one reinvention, but...

Part 1 of how to create an agile brand. While it seems that it’s only in the age of technology that everyone complains about being too busy and things moving too quickly, this isn’t the case. As early as 500 BC, Heraclitus said: “the only thing that is constant is change.” You need to find ways to take advantage of change and use it for your advantage. Hosted on Acast. See acast.com/privacy for mo...

Just as past generations had their own unique relationship to brands, this dynamic will continue to evolve over time. Let’s take a look at a few aspects of branding as they relate to the generations which will shape our economy and society over the decades to come. Hosted on Acast. See acast.com/privacy for more information.

I go through the principles of an agile brand: • Our highest priority is to add value to people’s lives through meaningful interactions and tangible benefits that brands offer to customers. • We believe brands play an important role in society, and when they are managed properly, they can add value to people’s lives. • We believe change can be a force for good and branding and marketing need to ch...

Netflix is a great example of a brand that has continued to disrupt, innovate and remain agile over time. From its beginnings up against the behemoth Blockbuster, to its current disruption of traditional television and home entertainment, I trace its roots and how it has stayed agile after all these years. Hosted on Acast. See acast.com/privacy for more information.

I go through the Agile Brand Manifesto and talk about valuing continual improvement over maintaining status quo. Hosted on Acast. See acast.com/privacy for more information.

I go through the Agile Brand Manifesto and talk about valuing staying true to company values over doing what you can to generate profits. Hosted on Acast. See acast.com/privacy for more information.

I go through the Agile Brand Manifesto and talk about valuing dialogue with customers over broadcasting one-way marketing messages. Hosted on Acast. See acast.com/privacy for more information.

I go through the Agile Brand Manifesto and talk about valuing long-term customers over short-term sales. Hosted on Acast. See acast.com/privacy for more information.

Last part of a multi-episode discussion of what changed to cause the need for agile brands. Data is readily available and plentiful, which empowers businesses to make quicker decisions that are informed by real-time information. Hosted on Acast. See acast.com/privacy for more information.

This special episode is generously brought to you by TEKSystems. Competitive advantage is the name of the game. In a marketplace where disruption is constant, enterprises are eager to use technology that transforms, modernizes and differentiates their brand. Applications are the gateway to delivering continuous improvement of products and services to customers. Through microservice architectures,...

Fifth part of a multi-episode discussion of what changed to cause the need for agile brands. Customers are device-agnostic, always-connected, and want personalized relationships with brands. Successful brands understand that customers want what they want, when and where they want it. Hosted on Acast. See acast.com/privacy for more information.

Fourth part of a multi-episode discussion of what changed to cause the need for agile brands. Exponential technologies using AI and Machine Learning allow us to truly personalize and customize experiences. Agile brands know and adopt this. Hosted on Acast. See acast.com/privacy for more information.

Third part of a multi-episode discussion of what changed to cause the need for agile brands. Continual market disruption has created a need for a more agile approach to branding, marketing, and the operations of an organization. Hosted on Acast. See acast.com/privacy for more information.

Second part of a multi-episode discussion of what changed to cause the need for agile brands. Unlike the “Mad Men” days of advertising, it’s not enough to send one-way messages. Successful brands don’t talk at people, they engage with them. A modern brand offers a multi-channel customer experience that is a persistent two-way exchange, more like a relationship than a one-off experience. Hosted on...

First part of a multi-episode discussion of what changed to cause the need for agile brands. Social media, in its broadest sense, has transformed commerce, marketing, media relations, and our relationships with both brands and our colleagues, friends, and family. Hosted on Acast. See acast.com/privacy for more information.

Our last episode on the subject of what sets agile brands apart. Agile brands have a two-way relationship with their customers, particularly their best and most loyal ones. What does this mean? Brand development and marketing still belong to the company doing the marketing. However, being agile means giving a little bit away in order to get more in return. Hosted on Acast. See acast.com/privacy fo...

Continuing our discussion of what sets agile brands apart. “The customer is always right” is a cliché we’ve all heard countless times. It’s vital to listen to our customers so we can understand what they are saying, and why they believe they are right. This process of listening and reacting has been made both easier and infinitely more complicated by the rise of social media, review sites, social...

Many companies got on the “big data” bandwagon early, driving it on a path of growth that IDC predicts will reach in excess of $200 billion by 2020. Many realized that with big data came a lot of tough decisions about which data to look at, and how to sift through it all. Everything from financial and sales data, to website analytics, to real-time social media listening tools can clutter any datab...