Agile Companies Understand That Branding is a Relationship

The agile company doesn’t stand behind a rigid set of brand guidelines, and they know that in order to succeed, they must possess genuine corporate values that are demonstrated to their customers in tangible ways. Gone are the days when corporate social responsibility could be a bunch of words printed on a wall, programs listed on a website, but full of empty talk. Customers and employees alike demand more.

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Greg Kihlstrom
Forbes: Descriptive Versus Prescriptive Analytics And The Customer Journey

Measurement insights are a key part of optimizing your customer experience. At every step in the journey, it is critical that you understand what consumers are doing and how your channels and touch points are performing. It's also important that you not only have the ability to see what has happened in the past, but you also have actionable insights to help you make the best decisions moving forward.

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Greg Kihlstrom
Capitol Communicator: Agile Brands, Agile Marketing & Design Thinking

Agile brands have the agile methodology to thank for their philosophy and approach. Agile’s rise in popularity and subsequent contributions to the world of software and the Web at large are wide-reaching and have changed the way we create and market products and services. The agile approach can be applied to many things other than software development, including marketing, and branding.

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Greg Kihlstrom
3 Ways Agile Brands Embrace Storytelling

As branding has evolved, the need for brands to tell unique and authentic stories that portray their mission and values has grown continually stronger. Jay Baer says, “If your stories are all about your products and services, that’s not storytelling. It’s a brochure. Give yourself permission to make the story bigger.”

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Greg Kihlstrom
Yes& Blog: The Evolving Bank Customer Experience

Banking trends have evolved rapidly over the past two decades. As a result, banks are working harder than ever to keep up with the demands and preferences of their customers. These advancements include offerings that make banking more accessible, create the ability to bank more freely, and have a more tailored experience that is personalized to their needs.

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Greg Kihlstrom
AAF SmartBrief: Agile Brands have Innovation at their Core

There has never been more pressure for organizations to differentiate themselves and create loyal customers. With a growing desire by consumers to both have increasingly personalized experiences, and to share the values and culture of the companies they both buy from and work for, brands need to evolve in order to thrive. Agile brands will balance the need for control over their messaging, products and services with the need to connect with their customers in more meaningful ways.

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Greg Kihlstrom
"Too Busy" Is a Symptom, Not a Problem

In most professions, being “busy” is actually a good thing, because it means you are needed, and there are enough customers or clients to keep the lights on. But there’s a more toxic form of busy that keeps great work from happening, deadlines from being met, and work relationships from thriving. To help, let’s define a vocabulary that makes this easier. Being busy means that you’re running around from task to task, continually feeling overwhelmed, late to meetings, and overdue on assignments and tasks. Let’s treat that as the negative way of looking at things.

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Greg Kihlstrom
Your Brand is More Than the Sum of its Parts

Jeff Bezos famously said, “your brand is what other people say about you when you’re not in the room.” It’s true that a company or organization cannot control people’s opinions, feelings, perceptions or reactions to everything it does. A strong brand can help provide a common way for people to think and talk about your company, product, or services. Let’s explore a few ways that your brand is more than the sum of its parts.

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Greg Kihlstrom
4 Traits of an Agile Brand

I wrote my new book, The Agile Brand, based on the idea that modern brands need a more fluid and two-way relationship with their customers. In order to do this, however, it requires that organizations adopt an agile mindset. 

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Greg Kihlstrom
Forbes: How to Successfully Orchestrate a Better Customer Experience

Playing a piece of music well takes a lot of coordination, skill at playing the instruments involved and an underlying sense of rhythm to tie it all together. Richard Wagner, the famous conductor and composer, once said, “The whole duty of a conductor is comprised in his ability always to indicate the right tempo.” While the conductor can’t play all the instruments in a symphony themselves, they are critical to making sure the right notes are played at the right time.

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Greg Kihlstrom