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

This is the last of four episodes related to brands and storytelling. What good is a story no one remembers, or isn’t easy for your customers, fans, and employees to tell? While it may not be as obvious as the first two points, having a story that is easy to share is every bit as important. Think of aspects of great stories that you could leverage for your own brand. A hero overcoming adversity, an unexpected or unique twist, or perhaps some element that is especially relevant to or resonates with your core audience. While an effective story arc (beginning, middle and end) is important, it’s not enough. The story needs to resonate enough with both the teller and the listener. For example, it isn’t beneficial if you have a story that could be compelling if it can’t be embraced by the storyteller to drive the point home.

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This is the third of four episodes related to brands and storytelling. The best way to make your brand’s story memorable is to relate it to your audience. What is challenging in this is that, in a continually changing world, any of the following may be true:

● Your audience’s tastes change over time. ● You are appealing to multiple audiences, often with different values. ● Your company is going through transformation whether through acquisitions or changes in the market. ● Your products or services are evolving over time. With all of the changes, different focus areas, and competing or conflicting tastes, you have your work cut out for you. Fortunately, by focusing on the essence of what makes your brand unique you can cut through the clutter and find a way to relate to your audiences. You may be able to filter your brand’s values through a slightly different lens for each audience.

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This is the third of four episodes related to brands and storytelling. The best way to make your brand’s story memorable is to relate it to your audience.

In a changing world, any of these may be true:

● Your audience’s tastes change over time.

● You are appealing to multiple audiences, often with different values.

● Your company is going through transformation whether through acquisitions or changes in the market.

● Your products or services are evolving over time.

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 information.

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.

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 their friends, family and colleagues. Giving them something they can use to teach others motivates them to embrace and remember the information. In the act of teaching someone else, they also build greater affinity for your brand or product.

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

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.

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 current clients who were reluctant to fully engage or participate in social media, people are talking about you whether you are present on the platform or not.

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

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.

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 on their phone, text, tweet or even make a good old-fashioned phone call depends on many external factors brands can’t anticipate. To combat this, we must make our communications, marketing, commerce and customer service agile and channel-agnostic as well. This is what creates a great customer experience.

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