Category: Expert Mode

As marketing leaders, we’ve operated for years under a new-ish paradigm: a brand is no longer what a company says it is, but the sum total of every experience a customer has.

Answering questions for The Agile Brand Guide ahead of his Ai4 session on safe AI adoption, Shawn Surber argued that a blocked AI tool doesn’t buy you a delay. It buys you a detour, and the detour is where your data actually goes missing.

Alexi Hatch from Acoustic on customer intent and the new customer relationship playbook.

This disconnect between our internal operating models and external customer reality is more than just an operational headache; it is a profound strategic liability. It creates waste, obscures truth, and puts a ceiling on growth. And now, the advent of sophisticated AI is not merely offering a new tool…

This article was based on the interview with Hubspot CMO Kipp Bodnar on brand discovery in an age of AI search by Greg Kihlström, AI and MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast.

n a recent conversation for The Agile Brand podcast, I had the opportunity to speak with Rick Rosenfield, the co-founder of California Pizza Kitchen. His story, which began with two trial lawyers deciding to get into the restaurant business, offers a masterclass in a principle we often forget: you…

If you’re a marketing leader in an enterprise organization, you feel it every day. The C-suite, the board, even your own team are all looking for the promised land of AI-driven Return on Investment (ROI). The market is saturated with a sense of FOMO, a frantic race to deploy…

The prevailing wisdom was that more choice was inherently better. But we’re starting to see the cracks in that foundation. For high-consideration purchases—the ones that are expensive, complicated, or simply hard to return—this endless choice has morphed from a benefit into a burden, creating a new kind of friction:…

The gap between what we train and what happens in the real world is a chasm where marketing return on investment (ROI) goes to die. But what if we could bridge that gap? What if we could use technology not to replace human interaction, but to perfect it? This…

The battle for a fan’s loyalty isn’t won or lost in 90 minutes or four quarters. It’s a year-round campaign fought in the quiet moments between games, in the off-season, and on the multitude of digital channels where fans live their lives. The core challenge, which should sound familiar…