Expert Mode: Building a Brand From Scratch: A People-Centric Approach to Transformation
Building a brand from the ground up is a daunting task for any marketing leader, but imagine doing so for a newly spun-off company with 90,000…
Expert Mode: Creating a Category, Humanizing a Brand, and Building B2B Resonance in Regulated Industries
In B2B marketing, especially in highly regulated industries like healthcare, “bold” and “memorable” aren’t usually the adjectives that spring to mind. But Kristin Russel, CMO at…
Expert Mode: Building a Creator-Led Brand in the Age of Scalable Word-of-Mouth
The rise of the creator economy is a testament to the rapid transformation of the marketing landscape. No longer are brands solely in control of their…
Disruption Without Publicity Isn’t Bold—It’s Brand Suicide
Innovation without visibility is invisible. That’s the harsh reality killing breakthrough companies across all industries. While brilliant brands focus on perfecting their products in stealth mode,…
Forbes: How Brands Can Drive Emotional Engagement With Customers
This article was written for Forbes Agency Council by Greg Kihlström. With a fiercely competitive field of options for customers, simply offering a high-quality product or…
MarTech: AI can scale ads, but great creatives drive brand impact
This article was written for MarTech by Greg Kihlström. Want your ads remembered and acted on? Use these creative levers to boost distinctiveness, emotional impact and…
Trust Isn’t a Commodity—It’s the Market’s Most Dangerous Weapon
88% of consumers now say trust is just as important in buying decisions as price and quality. Think about that for a moment. Trust isn’t just…
#54: Building a world-class brand from scratch with Maria Winans, Kyndryl
What if rebranding wasn’t just about a new logo and tagline, but about transforming an 80,000-person company’s entire culture and strategy? What if brand became one…
