Gandhi's Secrets to a Successful Brand
Time to be blunt. Organizational brands large and small struggle and fail every day. Many chalk this up to bad luck or poor timing, but that's a cop-out. In most cases the situations leading to failure can be recognized and turned around before it's too late. In this session you'll learn to recognize and decode the warning signs and to understand the steps needed to fix the problems. Tate Linden may be conveying the information, but it's Gandhi's words on alignment and perception that are the foundation of the lesson.
By the end of the session participants will:
- Understand what a brand identity is and why it matters to the success of every organization, be it a sole proprietorship or industry titan.
- Easily recognize the three signs of brand misalignment and three indicators of weak brand elements-and the negative consequences of each.
- Learn why a critical ingredient in brand success is provided by the audience, not the branded organization.
- Know where and how to effectively focus your efforts to build a solid foundation for your own brand's success.
Presenter: Tate Linden, President and Chief Creative of Stokefire Branding and Advertising
Tate has over 15 years experience advising, managing and developing brands for the likes of Discovery Communications, Heinz, Charles Schwab, ADP, and US Department of Defense. He's also an in-demand speaker for audiences from 10 to 1500 with recent appearances for the US Congress, HOW Design Conference, and ASAE Great Ideas. He's in the midst of writing a book and developing workshops that show in detail how and why to incorporate Gandhian philosophies into organizational identities.