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Branding has evolved from a simple tool for recognizing a product or service, to a representation of a company’s values and the type of relationship they have with their customers and employees. Being an agile brand means taking part in a two-way relationship with consumers that share the values of the organization. While this means giving up some control over your brand, it rewards you with loyal long-term customers. Based on Greg Kihlström’s book, The Agile Brand, this presentation follows the evolution of branding from its beginnings to the authentic relationship with brands that modern consumers want, and gives practical examples of what you can do to create a more modern, agile brand while staying true to your core values.
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More on Greg:
Greg is a best selling author, speaker, and entrepreneur, currently Principal at GK5A. He is an entrepreneur, author and speaker, after selling his award-winning digital experience agency. He has worked with some of the world’s top brands, including Adidas, Coca-Cola, Dell, FedEx, HP, Marriott, Toyota and VMware. He serves on the University of Richmond’s Customer Experience Advisory Board, and was founding Chair of the American Advertising Federation’s National Innovation Committee. Greg has written eight books, including The Agile Brand, on which this talk is based. His podcast, also named The Agile World, launched in early 2019 and now in season 4, discusses brand strategy, marketing, customer, and employee experience with thought leaders from leading organizations around the world. He is a contributing writer to Forbes, and has been featured in Advertising Age, Communication Arts, and The Washington Post.