The Agile Brand with Greg Kihlström® | What CMOs Need to Know About Marketing Technology, AI & CX

By The Agile BrandBusiness Marketing

The Agile Brand with Greg Kihlström® | What CMOs Need to Know About Marketing Technology, AI & CX episodes

November 19, 2019 #43 Brands and Future Generations
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.
10 min
November 12, 2019 #42 Design Thinking and Brands
Agile has helped spawn methodologies that address business processes and broader scopes than software, websites, or digital marketing. One of these is “design thinking,” which has its origins at IDEO, a design studio that does a lot of work in human-centred design and has completed a broad range of projects that involve user experience. The easiest way to describe design thinking is as a philosophy that approaches business challenges with a clean slate. Instead of improving upon something which currently exists, it starts with the question, “What is the problem we’re trying to solve?” and designs a solution from that. Design thinking is similar to agile in that input is sought beyond the primary team doing the work, and it requires an iterative process to achieve the best solution to the problem. What sets design thinking apart from agile is that it is even further from the waterfall methodology. Agile still assumes a particular end solution is a right approach. Design thinking does not make any such assumptions. The solution is designed around the user and not around a specific method, channel, or medium.
6 min
November 12, 2019 #42 Design Thinking and Brands
Agile has helped spawn methodologies that address business processes and broader scopes than software, websites, or digital marketing. One of these is “design thinking,” which has its origins at IDEO, a design studio that does a lot of work in human-centred design and has completed a broad range of projects that involve user experience.

The easiest way to describe design thinking is as a philosophy that approaches business challenges with a clean slate. Instead of improving upon something which currently exists, it starts with the question, “What is the problem we’re trying to solve?” and designs a solution from that.

Design thinking is similar to agile in that input is sought beyond the primary team doing the work, and it requires an iterative process to achieve the best solution to the problem.

What sets design thinking apart from agile is that it is even further from the waterfall methodology. Agile still assumes a particular end solution is a right approach. Design thinking does not make any such assumptions. The solution is designed around the user and not around a specific method, channel, or medium.
6 min
November 05, 2019 #41 Key Principles of an Agile Brand
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 change to best serve their customers and society. • We believe the future is bright and technology can be a force for good in the right hands and with the right motives. • We believe that to make a great brand is to tie a core set of values to the products and services delivered. • We also believe the world is in continual motion, and the ideas and thinking we currently share are subject to continual evolution as the practice of branding evolves.
Hosted on Acast. See acast.com/privacy for more information.
8 min
November 05, 2019 #41 Key Principles of an Agile Brand
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 change to best serve their customers and society.
and three more
8 min
October 29, 2019 #40 An Agile Brand Case Study: Netflix
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.
11 min
October 29, 2019 #40 An Agile Brand Case Study: Netflix
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.
11 min
October 22, 2019 #39 Agile Brand Value 4
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.
9 min
October 22, 2019 #39 Agile Brand Value 4
I go through the Agile Brand Manifesto and talk about valuing continual improvement over maintaining status quo.
9 min
October 15, 2019 #38 Agile Brand Value 3
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.
7 min

About The Agile Brand with Greg Kihlström® | What CMOs Need to Know About Marketing Technology, AI & CX

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Marketing technology, AI, and customer experience, explained by the people building it. Three times a week, Greg Kihlström interviews CMOs, product leaders, and martech executives from platform…