Category: The Agile Brand with Greg Kihlström

The second stage in the evolution of brands. With increasing competition from mass production, mass advertising, and mass media in general, the need for brands to be more than an object came along. At this point, it wasn’t enough to…

The first stage in the evolution of brands. Our use of logos to represent companies, organizations, or individuals is based on a long history that originates with the very beginning of written communication. The moment we used a drawing, an…

I discuss how I first fell in love with the concept of branding, at a rather young age, and through my appreciation for cars. Auto branding taught me hierarchy, positioning, and many more things.

In order for a brand to be strong, it must remain relevant or find a way to be culturally relevant in the moment.

BRANDS HAVE NEVER HAD IT BETTER

“Our audience is everyone.” If I had a nickel for every time I’ve heard that sentence after asking a marketer or executive, I’d be a very rich man. Instead, in order for a brand to be successful, it must focus…

For a brand to be strong and have lasting success, it must have substance. We can describe substance in two ways: 1) an ideology which is clearly articulated in the way an organization conducts business and communicates with its audiences,…

When branding is done well, it differentiates your organization in a way that targets the right audiences and drives the right customers to your brand.

A good brand allows potential customers, employees, and other audiences to understand what they should expect before they make a purchase. When done well, this combination of messaging and visuals helps create a better customer experience by setting…

Successful brands can create their own intrinsic value to an organization. In this episode, we discuss how the value created by a brand creates many internal and external opportunities beyond marketing benefits.

While it may seem obvious, setting your brand apart from the competition is often easier said than done. Successful brands think beyond purely aesthetic or surface differentiation and find ways to meaningfully occupy an idea in their consumer’s minds.

Gone are the days of “set it and forget it” with your brand. Instead, you need to embrace a continually evolving landscape where your customers, employees and competitors are continually in motion.