This column is sponsored by BizLaunch, a division of Arlington Economic Development.

Telling the story of how business and branding work gets a novel look when creatives become published authors.

In the third seminar in the Return on Creativity Series, Arlington Economic Development partners with Arlington Public Library, the Rosslyn BID and the American Advertising Federation in Rosslyn’s brand new pop-up retail space at The Alcove.

Keynote speaker Greg Kihlström is Senior Vice President, Digital, at Yes& and Chair of the American Advertising Federation National Technology Advisory Committee. His new book, “The Agile Brand,” traces the evolution of branding, from its beginnings to its authentic relationship with brands that modern consumers want.

The book gives practical examples of how companies can create a more modern, agile brand while staying true to their core values.

According to Kihlström, being an agile brand means taking part in a relationship with consumers. While this means giving up some control, the reward is loyal, long-term customers.

Immediately following Kihlström’s presentation, a distinguished panel led by moderator Genelle Schuler of Arlington Public Library will continue the conversation and discuss the place that books play in today’s society and their approach to writing.

Panelists include Geoff Livingston, Principal, Livingston Campaigns; Lisa Nirell, Chief Energy Officer, EnergizeGrowth; and Scott Williams, President & COO, Newseum.

Date: Thursday, August 16
Time: 7-8:30 p.m.
Location: The Alcove in Rosslyn, 1800 N. Lynn Street

Event is free. Register here.

Supporting entrepreneurs, small businesses and creatives is all part of Arlington’s Creative Economy initiative. With public/private partnerships, growth of these endeavors is an important part of business sector diversity and economic sustainability.

Check here for ongoing Creative Economy listings and opportunities. More Creative economy stories on the blog.