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Who Really Owns Your Brand?

Each individual has a different interpretation of your brand based on his or her experiences and what he or she has heard other people say.

brandContrary to what most companies believe, they don’t actually own their own brand. It’s not the sum of their logo, colors, fonts and mission statement. Instead, each brand is something that lives in the minds of its audience. And each individual has a different interpretation of the brand based on his or her experiences and what he or she has heard other people say.

For example, Milton Glazer’s famous “I ❤ NY” logo is a visual element that represents New York City. But people’s opinions of New York are entirely dependent on their experiences. Someone who was proposed to at the top of the Empire State Building during a romantic weekend visit will have a very different idea of New York than someone who couldn’t wait to escape from a tough inner-city neighborhood. The city’s government had an influence on both experiences, but it has only so much control over what people think of the city. The idea of what New York is like lives only in the heads of the individuals. And when they tell other people their story of the city, it affects their opinion too.

“Your brand is the sum of a person’s experiences and beliefs about your company, product or service.”

So when we talk about brand equity, we’re talking about the common experiences, beliefs, assets, and stories that affect the brand’s value in either a good or bad way. These experiences are driven by five factors:

  • Uniqueness
    Successful brands have qualities that differentiate them from the competition. The goal is to create unique elements to help them rise above commoditized markets and earn a higher share of attention.
  • Familiarity
    Your audience knows what your brand is about. And the more familiar they are with it, the more they trust it.
  • Relevance
    If you’re going to connect with your audience, your brand needs to relate to its needs and beliefs. The best brands connect with their audiences on multiple levels, including functionally and emotionally.
  • Quality
    The brand needs to deliver a consistent level of quality. Regardless of the price point, people need to know what to expect when they use the product.
  • Popularity
    Brands benefit from the enthusiasm and endorsements of passionate people. The more contagious their passion is, the more desirable your brand becomes.

Together these factors, which can be easily measured through traditional brand trackers, form a brand equity index that you can use to measure the strength of your brand. More importantly, knowing these factors helps you consciously design experiences that deliver against these qualities. And by doing that, your audience will collectively cherish the equity they own of your brand in both their minds and in their hearts.


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    Strategic Planning Workshop

    1:00 - 5:00 pm

    Over 70% of Executives Surveyed Agree: Many Strategic Planning Efforts Lack Systematic Approach Tips for Enhancing Your Strategic Planning Process

    Executives expressed frustration with their current strategic planning process. Issues include:

    1. Lack of systematic approach (70%)
    2. Laundry lists without prioritization (68%)
    3. Decisions based on personalities rather than facts and information (65%)


    Steve Rutan and Denise Harrison have put together an afternoon workshop that will provide the tools you need to address these concerns.  They have worked with hundreds of executives to develop a systematic approach that will enable your team to make better decisions during strategic planning.  Steve and Denise will walk you through exercises for prioritizing your lists and steps that will reset and reinvigorate your process.  This will be a hands-on workshop that will enable you to think about your business as you use the tools that are being presented.  If you are ready for a Strategic Planning tune-up, select this workshop in your registration form.  The additional fee of $695 will be added to your total.

    To sign up, select this option in your registration form. Additional fee of $695 will be added to your total.

    New York, NY: ​​​Chief Executive's Corporate Citizenship Awards 2017

    Women in Leadership Seminar and Peer Discussion

    2:00 - 5:00 pm

    Female leaders face the same issues all leaders do, but they often face additional challenges too. In this peer session, we will facilitate a discussion of best practices and how to overcome common barriers to help women leaders be more effective within and outside their organizations. 

    Limited space available.

    To sign up, select this option in your registration form. Additional fee of $495 will be added to your total.

    Golf Outing

    10:30 - 5:00 pm
    General’s Retreat at Hermitage Golf Course
    Sponsored by UBS

    General’s Retreat, built in 1986 with architect Gary Roger Baird, has been voted the “Best Golf Course in Nashville” and is a “must play” when visiting the Nashville, Tennessee area. With the beautiful setting along the Cumberland River, golfers of all capabilities will thoroughly enjoy the golf, scenery and hospitality.

    The golf outing fee includes transportation to and from the hotel, greens/cart fees, use of practice facilities, and boxed lunch. The bus will leave the hotel at 10:30 am for a noon shotgun start and return to the hotel after the cocktail reception following the completion of the round.

    To sign up, select this option in your registration form. Additional fee of $295 will be added to your total.