Brand Thinking



Brand Vision: Brand and Culture with Ken Meyers

If you want to build a brand that really lasts, having a message that lives with one person is a dangerous thing. Ken Meyers, founder of the Smartfood brand, which he sold to Frito Lay, discussed why getting other viewpoints is critical to creating an impactful message that resonates with a wider and more enduring audience.

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Connect With Customers, Brand and Culture

Leaders should think of their brand like a flag or a badge. A brand is a way to deliver a message that they want other people to absorb and embrace. And a big leadership lesson is that just because a message that you personally created resonates with you, it does not mean that it will resonate with others.

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Company Focus: Brand and Culture

For decades, brands were pushed down to customers. The company had all the control, and customers were, for the most part, passive. That's not the case anymore. Companies no longer have that amount of control. Company leadership can’t decide unilaterally what a brand is going to look like, what it's going to stand for, what that message is going to be. Now any number of people, both internally and externally, most of whom the company doesn’t control, are going to be contributing to that process along the way.

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Brand Culture: The Power of Co-Creation with Ken Meyers

How do you make getting your employees to live out your brand and culture a “want-to-do” instead of a “supposed-to-do” for your team? Ruth Lund, President of the Legacy Center, Meghan Lynch, CEO of Six-Point Creative, and Ken Meyers, founder of the Smartfood brand, discuss how to successfully develop a culture of advocacy instead of a culture of compliance.

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Company Mission Statement: Action, Not Ideas

As Ken said, “You can write anything down, you can think anything up, but if it is not followed through on, if it is not really injected into the blood of the organization, such that it becomes a living, breathing mission, a living, breathing set of mile markers and guard rails, that everyone has absorbed internalized and cleaved to then it's up no real value.”

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Employee Branding Strategy: The Human Element

In a transparent and interconnected world, the people in your organization are critical contributors to (or potential detractors of) your brand messaging. Meghan Lynch, CEO of Six-Point Creative, and Ken Meyers, president of Panorama Foods, discussed the benefits and pitfalls of the human element of brand building.

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