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

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. Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Learn more about your ad choices. Visit megaphone.fm/adchoices

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 financial, reputation and brand equity threats that accompany compromised data—but they will also eliminate service disruption, establishing a competitive advantage over their less-protected peers. In this episode of The Agile World, brought to you by TEKsystems, we discuss the critical importance of an identity access management (IAM) program. Learn more about your ad choices. Visit megaphone.fm/adchoices

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 too drastic change too often may not inspire the loyalty which is also critical to a successful brand. Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Learn more about your ad choices. Visit megaphone.fm/adchoices

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. Learn more about your ad choices. Visit megaphone.fm/adchoices

I go through the Agile Brand Manifesto and talk about valuing continual improvement over maintaining status quo.

I go through the Agile Brand Manifesto and talk about valuing staying true to company values over doing what you can to generate profits. Learn more about your ad choices. Visit megaphone.fm/adchoices