Latest / The Agile Brand with Greg Kihlström® | What CMOs Need to Know About Marketing Technology, AI & CX
ICIMS CMO Jody Kaminsky on rebranding an enterprise around AI
Jody Kaminsky, Chief Marketing Officer at ICIMS, led a full brand transformation to reposition an established talent acquisition company around AI — in a category where being wrong about AI costs someone a job. She and Greg Kihlström get into what that took.
A brand refresh is a business decision before it's a design decision. Kaminsky weighs in on the business drivers that signaled it was time to change, what iCIMS deliberately gave up in familiar brand equity, and how the new narrative got tied to where the company is actually going.
"AI" is not specific enough to be a promise. A tool that…
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