Jason Ing — CMO, Typeface
Published:
A brand system of record is really the opposite. It’s what we consider a living brand brain…and it captures your tone, style, examples, your language, terminology, visual ID, layouts, all of the things that makes your brand distinct. So when content is created, it’s not about it being close enough. It’s actually checked and shaped by the brand agent to make sure that everything is consistent, safe, and on voice.
What does Jason Ing say on The Agile Brand with Greg Kihlström?
Jason Ing, CMO, Typeface, says: Jason Ing, CMO at Typeface, discusses how brands must move from static brand books toward a living brand brain that provides a system of record enabling real-time AI-driven content creation and governance. He explains how agentic workflows and AI agents can produce culturally relevant, localized personalization at scale while elevating marketers into systems orchestrators focused on strategy, taste, and narrative craft.
From: The Agile Brand with Greg Kihlström
Cite as: Jason Ing. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/jason-ing-a-brand-system-of-record-is-really-the-opposite-its-what-w