AMA DC: Event Sneak Peek: Q&A with Greg Kihlström, SVP of Digital at Yes&
On February 26th, AMADC will explore the concept of the agile brand
On February 26th, AMADC will explore the concept of the agile brand with an exciting presentation from Greg Kihlström, SVP of Digital at Yes& and author of “The Agile Brand.” Read on to gain some early insights from Greg before the big event!
What is your favorite part about being a digital strategist/creative director?
My favorite part about being a digital strategist is that, at least in some part, my job is to continually learn about, evaluate, and try new things. I feel very fortunate to be paid to learn and be knowledgeable about the latest and greatest trends and tools out there, and to share my knowledge with others by speaking, writing, and consulting.
Tell us about some brands/people that you follow because you admire their work and feel inspired by them?
There are a few brands I mention in my books that I admire for several different reasons:
Netflix has been able to grow and remain a disruptor at three different stages in its existence. It's impressive for a company to do that even once.
Nike is high on my list as well for two different reasons. First, they were a true innovator in the idea of "brand as experience" with their Nike+ product which launched over a decade ago. More recently, they took a bold step with featuring Colin Kaepernick in a campaign, but it rang true because it was authentic to both Nike and many of its core customers' values.
Finally, I find some of the crowdfunding/crowdsourcing brands that have popped up to be pretty interesting. Betabrands, Firstbuild, and a few others are mentioned in my upcoming book I'll be releasing later this year.