Jenny Sagström — CEO, Sköna
Published:
I would say that where you start to see it first is in that diluted market position. Things are not looking the same, messages are different…which in turn, I think leads to that employee confusion, where, you know, they don’t even know what the answers to the questions are. And in turn, when they’re dealing with the customers and the clients, that’s where you get those lost deals.
What does Jenny Sagström say on The Agile Brand with Greg Kihlström?
Jenny Sagström, CEO, Sköna, says: This episode/interview with Jenny Sagström, CEO of Sköna, examines the hidden costs of brand inconsistency in high-growth B2B companies. Sagström explains how fragmented messaging and visuals create a chain reaction—from diluted market position to internal confusion and lost deals—arguing that consistent brand design functions as a risk-reduction tool that enables premium pricing and faster sales. The conversation also covers practical diagnostics for brand drift, such as stalled approval processes, and reframes brand stewardship as a strategic, operational priority for enterprise leaders.
From: The Agile Brand with Greg Kihlström
Cite as: Jenny Sagström. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/jenny-sagstrm-i-would-say-that-where-you-start-to-see-it-first-is-in-that