by Sherry Duda
According to GroupM, worldwide media and marketing spend will surpass $1 trillion in 2017. Corporations, brands and agencies make a lot of promises. While the brand’s creative expression may attract users, it’s the delivery of the promise that matters most to consumers.
We assume brands will deliver what they say…until there’s a breakdown. Jerry Seinfeld demonstrates his frustration with a broken promise…
Like a reservation, anyone can make a promise. The tougher part is delivering and delivering consistently.
Branding is at a tipping point. Ask United Airlines.
Could it be the confluence of social media, corporate scandal, a growing distrust for large institutions, and millennial values that has led us onto a new path? Only 18% of us have high confidence in big business according to Gallop’s 2016 polls.
If you peak behind the curtains of many fast-paced growing organizations, you’ll likely find actions, symbols, behaviors and experiences in conflict with the essence of the brand resulting in siloes, unaligned leadership teams, passive-aggressive behaviors… and other dysfunctions. When these “say do gaps” are revealed externally, consumers lose trust.
My passion for bringing brands to life from the inside led me to BrandSmart 2016.
Chicago’s AMA featured Dave Ridley, Southwest’s former CMO, as one of the keynote speakers. Dave shared some of Southwest’s proactive levers to align its culture and its brand to truly deliver consistently and predictably. He was generous, entertaining, and with BrandSmart’s informal context, I was able to chat with him personally during the happy hour to compare notes on cultural best practices.
The practicality of the speakers, the quality of the content, the attendees — some of whom I now call friends, made it easy for me to accept the honor to both lead the BrandSmart 2017 design team and participate as a speaker with Colin McBean in a session called “Your Culture is Your Brand.”
What’s in it for you to attend BrandSmart 2017?
- Interactivity with leading brand experts.
- Practical and actionable content.
- Diverse options.
- And, that’s my promise to you.
About the Author
As Chief Executive Officer of Alex Reidy & Company, Sherry Duda is a growth accelerator and disruptive change expert, aligning the body and soul of brands, so they can navigate through high stakes transformation. Sherry helps senior teams shape their culture to end “say do” gaps so they can keep their promises and truly deliver, consistently. Contact Sherry at www.alexreidy.com or firstname.lastname@example.org.