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

While some things need to stay the same in a brand, a truly Agile one needs to evolve over time. There are two ways to look at how an audience changes over the life of a brand. First, you can look at audience shifts in terms of how an audience’s preferences and behaviors change over time. This could be measured in everything from how they interact with your brand (e.g., a shift in mobile device usage, or increased adoption of social media for customer service) to their buying behaviors or other preference

Once when I was speaking on the topic of agile marketing at a conference, someone asked a question that should be addressed here: Doesn’t it go against the fundamentals of branding to be so agile, and adapt to change so easily? What about the core things that make up a brand? For this reason, we need to think of the Agile Brand as being nuanced. Earlier in the show, we described “timelessness” as one of the key aspects of a great brand. It’s important to make sure we don’t confuse matters. While much of our discussion of the agile brand has centered on creating a continually evolving entity, we should also be clear that there are certain brand elements which should not be readily modified.

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Once when I was speaking on the topic of agile marketing at a conference, someone asked a question that should be addressed here: Doesn’t it go against the fundamentals of branding to be so agile, and adapt to change so easily? What about the core things that make up a brand? For this reason, we need to think of the Agile Brand as being nuanced.

This special episode is generously brought to you by TEKSystems.

Every organization has a not-so-secret weapon: data. It’s incredibly valuable information generated from every aspect of the enterprise, including research and development, sales and marketing, supply chain and customer service. Every activity in every facet of the business provides data. And it goes well beyond the organization’s four walls.

For organizations planning to stick around, harnessing the power of data is a business imperative because of the opportunity it holds: competitive differentiation. Unfortunately, many struggle to use data to their advantage. In this episode of The Agile World, we discuss how organizations can set themselves up for success with data.

Join Jennifer Kling and Ram Palaniappan of TEKsystems for this special episode.

Thanks!

Hosted on Acast. See acast.com/privacy for more information.

This special episode is generously brought to you by TEKSystems.

Every organization has a not-so-secret weapon: data. It’s incredibly valuable information generated from every aspect of the enterprise, including research and development, sales and marketing, supply chain and customer service. Every activity in every facet of the business provides data. And it goes well beyond the organization’s four walls.

Join Jennifer Kling and Ram Palaniappan of TEKsystems for this special episode.

Thanks!

Having discussed what agile is and means, let’s talk more specifically about the current state of branding, and what I’ve defined as the Agile Brand. Agility is built on principles of sprints and optimization discussed in the previous chapter, and on the fundamentals of branding. There are five key things agile brands do which sets them apart: 1. Have an open dialogue with customers. 2. Tell stories that are genuine. 3. Use data to drive deeper insights and greater growth. 4. Think holistically about the customer experience. 5. Stay nimble by always listening. 6. Let go in order to have deeper relationships.

Hosted on Acast. See acast.com/privacy for more information.

Having discussed what agile is and means, let’s talk more specifically about the current state of branding, and what I’ve defined as the Agile Brand.

Agility is built on principles of sprints and optimization discussed in the previous chapter, and on the fundamentals of branding.

Building on the last episode that discussed agile methodology, this episode explores agile marketing in greater depth.

Hosted on Acast. See acast.com/privacy for more information.

Building on the last episode that discussed agile methodology, this episode explores agile marketing in greater depth.

Although this topic could take up an entire podcast on its own, this episode briefly discusses what agile methodology is, and how it applies to marketing and branding.

Hosted on Acast. See acast.com/privacy for more information.