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Expert Mode: Why Your Next Big Brand Play Might Be on the Street Corner

Agile Brand Guide on December 10, 2025

In the relentless pursuit of growth, the enterprise marketing playbook has become remarkably consistent. We are armed with sophisticated AI models, programmatic advertising platforms, and an ever-expanding arsenal of MarTech solutions designed to optimize every click and impression. The prevailing logic is one of scale, efficiency, and technological superiority.

#766: Square CMO Lindsey Irvine on connecting with customers through community-driven storytelling

Agile Brand Guide on November 12, 2025

Today, we’re going to talk about how a brand can cut through an increasingly crowded market by turning its most loyal customers into its most powerful advocates. We’ll explore the strategy of reasserting brand relevance through authentic, community-driven storytelling, and what it takes to execute this when competitors are focused on features and scale.

To help me discuss this topic, I’d like to welcome Lindsey Irvine, Chief Marketing Officer at Square.