"Fire and rust"
Friday, March 10th, 7:30-9:30 a.m.
The world’s top CEOs lead their organizations from a brand-first perspective. At the most basic level, brand is how you are perceived by the market. Jeff Bezos said that, “Your brand is what people say about you when you’re not in the room.” It's foundational to affinity, loyalty and consumer choice. In that sense, brand is the most valuable asset that any institution possesses—a complex mix of culture, actions, identity, and marketing.
In this session, we’ll explore why some brands fuel massive growth, while others may unwittingly keep their organizations from reaching their full potential. We’ll tackle questions of strategy, structure, and examine the critical factors to building a brand on fire, versus one that simply rusts away.