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AM Ad Buzz: From Brand Promising to Brand Keeping
Thursday, September 12, 2019, 8:00 AM - 10:00 AM EDT
Category: Ad Buzz

From Brand Promising to Brand Keeping


Creatives have a special kind of firepower to solve problems for clients. We are the original designers and keepers of brand. In the new Age of Experience, we’re being called on to apply our skill sets in new ways to solve business problems, moving from brand promising to brand keeping. Combining core principles of brand with customer experience and now employee experience, Cravety principals Ed Bodensiek and Greg Kihlstrom will share a new framework and tool set for creatives to “future proof” their jobs and meet changing client expectations. Creating on-brand culture and behavior is no longer the purview of HR, where in fact it may not belong at all. It is the job of the modern brander.


Register Now


September 12, 8-10 a.m.

Spy Museum
700 L'Enfant Plaza, SW Washington, DC 20024
Get directions and arrival instructions: https://www.spymuseum.org/visit/getting-here/ 


8:00 a.m.    Registration, Light breakfast & Networking
8:30-9:30 a.m.    Program
9:30 a.m.    Questions from the audience


  • Ed Bodensiek, Founder & CEO, Cravety 
  • Greg Kihlstrom, President & Chief Experience Officer, Cravety  


Ed Bodensiek

Ed Bodensiek
Founder & CEO, Cravety

When Mid-Atlantic powerhouse Miles & Stockbridge named Ed as its Chief Experience Officer in 2016, he became the first person among U.S. law firms to hold the role. The firm's client experience model was later published as a case study in the 2018 book "Innovations in Client Experience" by Wilmington's Ark Group. Ed previously served as head of brand and communications for Select Medical (NYSE: SEM), a public company with 43,000 employees. In 2011, while Ed was building an in-house marketing agency for the healthcare giant, the company’s CEO asked him to help design a sweeping change management effort around patient and employee experience. That became the Select Medical Way, the defining touchstone of how the $5 billion company continues to do business todaywith human-centered decision-making and culture at its core.

In 2018, Ed founded Cravety to help organizations reach business goals through an experience-led strategy. Ed frequently consults on the future of marketing, user experience, and talent branding strategy, and is a sought-after public speaker, trainer, and facilitator. He is the co-founder of the Baltimore/Chesapeake network of the Customer Experience Professionals Association and Hacking HR Baltimore.

Ed’s background includes communications and marketing leadership roles with the Fulbright Scholar Program, Johns Hopkins University, and JA Worldwide. Ed was also appointed director of outreach and communications for the U.S. Department of the Treasury by the President of the United States.


Greg Kihlstrom

Greg Kihlstrom
President & Chief Experience Officer, Cravety 

Greg is an entrepreneur, author and speaker. He is currently Chief Experience Officer at Cravety, and was formerly SVP of Experience at Yes& after Carousel30, a digital agency he started in 2003 which was acquired by the agency. He is an award-winning creative director and digital strategist who has worked with top brands, including AOL, Choice Hotels, Coca-Cola, GEICO, Marriott Hotels, MTV, Starbucks, Toyota and United Nations. He has served as Chair of the American Advertising Federation’s National Innovation Committee, and the Virginia Tech Pamplin College of Business Marketing Industry Mentorship Board.

Greg’s latest book, The Agile Brand (2018) follows the evolution of branding from its beginnings to the authentic relationship with brands that modern consumers want, and gives practical examples of what you can do to create a more modern, agile brand while staying true to your core values. His first book, The Agile Web (2016), discusses the changing landscape of digital marketing and customer experience. His podcast, The Agile World, launched in early 2019 and discusses brand strategy, marketing, and customer experience.

Greg was named a 2018 50 on Fire winner from DC Inno as one of the trendsetters in Media, Marketing and PR in Washington DC. He is a regular contributing writer to Forbes, Social Media Today, and Capitol Communicator and has been featured in publications such as Advertising Age, SmartCEO, Website Magazine, iMedia Connection, and The Washington Post. He’s participated as a keynote speaker, panelist and moderator at industry events around the world including Internet Week New York, Internet Summit, EventTech, SMX Social Media, Social Media Week, Mid-Atlantic Marketing Summit, ABA Bank Marketing Summit, and ADWKDC, among others. He has guest lectured at several schools including VCU Brandcenter, Georgetown University, Duke University, American University and University of Maryland.


Contact: [email protected]