Douglas Spencer

Nearly half of senior executives cannot succinctly explain what their companies do or how they add value to their customers’ lives. These identity crises are costing them current and future success. This presentation reveals how and why that must change. It’s impossible for any organization to meet its full potential when a unified, consistent, and authentic description of what, how, and why it does what it does eludes its senior managers and employees. From motivating employees to winning over customers and prospects to even making decisions, an authentic, compelling, and consistent understanding of who an organization is is critical.   Audience members will walk away with a clear understanding of: - Why no one knows who they really are. - What it means to know who you really are.  - What it takes to profit from knowing who they really are.

Is customer loyalty important to your company? What about repeat business? Market leadership? Of course, they are. As an Internal Comms professional, you hold one of the most powerful keys to creating, nurturing, and keeping passionate, loyal customers: a workforce which embraces and embodies your brand’s values. Why? Because companies cannot create a consistent, relevant, and competitively differentiated brand experience without employees who understand why it’s important and what it takes to create one.

“We can’t use yellow. It was my mother’s favorite color and she was a B****.” Familiar? The best work of Creatives is sometimes thrown into tailspins by directives like this one. Although an extreme, it represents a disheartening and costly dynamic that’s very much alive and well. How can we shift colleagues and clients’ perceptions of the Creative team from that of decorators or gift wrappers to the strategic, lead-generating, and brand-building partners they are? This presentation will explore where these attitudes come from by traveling inside the heads of those with seemingly irrational points of view. (Don’t worry. It will be a quick trip. You’ll be home before you know it.) We will also demonstrate how using both the brand strategy and hardcore data can help you create the collaborative relationship with colleagues and clients that you know is in the business’ best interests.