Brand Strategy Innovation Roundtable, Session 2: The Balance Between Business Strategy and Brand Strategy- How Equity is Built

​Session 2 will cover the interrelationship between business strategy and brand strategy and how equity is built. We’ll talk about how all aspects of business operations impact brands and how equity is built.

​Discussion:
• Being brand-centric
• The emotional and rational side of brands
• How our memory systems work
• Leveraging Human nature
• Cause & purpose in branding
• Storytelling
• The Importance of Values

​Open Q&A

​Discussion:
• The brand and the business are the same thing
• An operating & leadership philosophy
• Branding is a strategic effort before it is a tactical effort
• Brand as a strategic construct to define competitive advantage, differentiation
• Alignment with stakeholder vision and business objectives
• A strategic and creative process
• Operational alignment with employees

​Q&A
• Do your perceptions and experiences with branding align with this thinking?
• How are you aligning your company
• What misconceptions have you seen about branding?