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The ongoing branding challenge – clarifying, communicating and connecting a brand’s purpose to create action

Being the keeper of a 70-year-old brand is a big responsibility; one that comes with its own challenges. Robin Tooms interviews Kym King, Vice President of Public Relations at Goodwill Houston to talk about how brands can better communicate mission and purpose to connect with customers and create action.

Two practices of great brands: evolve to stay relevant, and celebrate important milestones

How does a brand stay strong, and relevant, over 70 years? Robin Tooms interviews Steve Lufburrow, President and CEO, Goodwill Houston to discover how the organization continuously builds upon its brand platform.

Co-branding can build strong partnerships, with careful brand stewardship

Extending your global reach is a good thing but it also creates many moving pieces. Audrey Trevino, Global Branding Manager at MD Anderson Cancer Center, talks about how branding has positively affected their partnerships worldwide.

Reach outside traditional branding teams roles for greater brand impact

Brand and marketing teams can and should think bigger. They can look for opportunities to support the business in broader ways, which in turn helps the business see value in the brand. Audrey Trevino, Global Branding Manager at MD Anderson Cancer Center, talks about how their team leverages branding to positively affect their partnerships worldwide.

There are three corporate strategies — and you have to pick one

There are only three possible strategies for your company to pursue — and as much as you may want to claim all three, you can only deliver one. Steve Brody, a Vistage International chair and President of Naviond US, shares his advice for leaders making strategic decisions.

The Key to Marketing Success: Realize You’re in a Laboratory

The most successful marketing efforts aren’t preplanned. They come from experimentation and studying customer behavior. Steve Brody, current chair at Vistage International and President of Naviond US, shares why the best marketers understand that they operate in a laboratory.

Company leaders: Don’t be afraid to get silly and have fun

Cultures that engage and empower employees aren’t dry and dull; one of the best ways to encourage positive behaviors and beliefs in your people is to have fun with them. Gene Gray, President at Innovative-IDM, shares the story of how a little silliness with a buzzer turned into a company mascot and a constant celebration of their customers.