Chris Taylor — Head of Brand Experience, DDN
Published:
Our brand was, I guess you could say, factually accurate, but strategically not aligned. So that was a big problem. So really the conviction, you know, that, that we had became the foundation to move from a trusted storage vendor over to something more that enabled, you know, your company’s breakthroughs. So everything that we’ve created, our visual system, the voice, the templates, you know, flowed from that concept or that belief.
What does Chris Taylor say on The Agile Brand with Greg Kihlström?
Chris Taylor, Head of Brand Experience, DDN, says: This interview with Jenna Kennedy (The Office of Experience) and Chris Taylor (DDN) explores shifting brand systems from prescriptive rulebooks to conviction‑driven, operational frameworks. They discuss diagnosing strategic misalignment, using archetypes (the Creator) as decision filters, and designing tools that the field wants to adopt. The conversation emphasizes leadership's role in installing judgment, not policing, and building systems that make brand‑consistent work faster, easier, and more defensible across decentralized teams.
From: The Agile Brand with Greg Kihlström
Cite as: Chris Taylor. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/chris-taylor-our-brand-was-i-guess-you-could-say-factually-accurate-bu