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

June 04, 2019 #18 What is agile?
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.
6 min
June 04, 2019 #18 What is agile?
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.
6 min
May 28, 2019 #17 Brand as Relationship
The fourth and current stage of the evolution of brands. As more and more brands have adopted the experience approach, it has become clearer that a one-off moment in time is not enough to cement brand loyalty. This takes us to the current stage in the evolution of brands: brand as relationship.
Hosted on Acast. See acast.com/privacy for more information.
5 min
May 28, 2019 #17 Brand as Relationship
The fourth and current stage of the evolution of brands. As more and more brands have adopted the experience approach, it has become clearer that a one-off moment in time is not enough to cement brand loyalty. This takes us to the current stage in the evolution of brands: brand as relationship.
5 min
May 21, 2019 #16 Brand as Experience
The third stage in the evolution of brands. With increased competition, and consumer preference for more tailored products and services, brands were forced to differentiate themselves beyond occupying an idea. They needed to insert themselves into key life moments and become part of our experience. Apple’s brand experience extends all the way from the initial sale (either in one of its branded stores or its online presence), through the packaging you open to first use your product, through the ease of setup, through usage of the product every day. And if you have problems, you can go to the Apple Store to ask questions. In more recent times, brands have used experience to cut through the clutter of marketing and advertising, which creates deeper engagement with customers.
Hosted on Acast. See acast.com/privacy for more information.
5 min
May 21, 2019 #16 Brand as Experience
"The third stage in the evolution of brands. With increased competition, and consumer preference for more tailored products and services, brands were forced to differentiate themselves beyond occupying an idea. They needed to insert themselves into key life moments and become part of our experience.
5 min
May 14, 2019 #15 Brand as Idea
The second stage in the evolution of brands. With increasing competition from mass production, mass advertising, and mass media in general, the need for brands to be more than an object came along. At this point, it wasn’t enough to simply have a logo that was recognizable and a product that was available in stores. Brands now needed to compete for mindshare. As consumers and marketers have grown more sophisticated, it is not enough to simply be known. Companies and products must stake out a claim on an area of the popular imagination and exist as an “idea.”
Hosted on Acast. See acast.com/privacy for more information.
4 min
May 14, 2019 #15 Brand as Idea
"The second stage in the evolution of brands. With increasing competition from mass production, mass advertising, and mass media in general, the need for brands to be more than an object came along. At this point, it wasn’t enough to simply have a logo that was recognizable and a product that was available in stores.
Brands now needed to compete for mindshare. It is not enough to simply be known. Companies and products must stake out a claim on an area of the popular imagination and exist as an “ide
4 min
May 07, 2019 #14 Brand as Object
The first stage in the evolution of brands. Our use of logos to represent companies, organizations, or individuals is based on a long history that originates with the very beginning of written communication. The moment we used a drawing, an image, a symbol to represent something else, we’ve been essentially branding things. From cave paintings to hieroglyphics, to the first logo representing a company, we’ve been using graphic representations to give meaning to ideas.
Hosted on Acast. See acast.com/privacy for more information.
4 min
May 07, 2019 #14 Brand as Object
The first stage in the evolution of brands. Our use of logos to represent companies, organizations, or individuals is based on a long history that originates with the very beginning of written communication. The moment we used a drawing, an image, a symbol to represent something else, we’ve been essentially branding things. From cave paintings to hieroglyphics, to the first logo representing a company, we’ve been using graphic representations to give meaning to ideas.
4 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…