June Luncheon: Find The Right Thread
Your Hidden Path to Building a Better Brand
We want to build a better, more “authentic” brand. We know a great brand creates a shortcut to the meaningful connections we want and need with our customers, the connections that drive them to act. It helps us close the gap between how customers see us and how we want to be seen.
And yet even great brands struggle with the results: oversimplified concepts and taglines, fixed in time, and thus still somehow “separate” from the company itself…the opposite of “authentic.” And yet some of the greatest and most enduring “brands” do no “branding” at all.
What do they know that we don’t? That “branding” is fatally flawed. Why? Because it closes the wrong gap. The gap that matters isn’t the one between how we’re seen and how we want to be seen. The gap that matters is the one between who we want to be seen…and what we already are.
To understand why, we have to understand that people don’t buy brands, they buy meaning — they buy what the brand and its products and services mean to them. Meaning drives action, but meaning requires consonance — no gap, anywhere. A brand that doesn’t make sense internally, will never make sense externally.
What does that mean for us? To get the connections we truly want with customers, we have to close the meaning gap before we can ever close the marketing one.
The good news? How we make meaning follows a universal, but unique, pattern — a “Red Thread.” For something to have meaning for us, we have to see the Red Thread that ties it together.
And that means we need something other than branding. We need to find the Red Thread.
Join Tamsen Webster, executive producer of TEDxCambridge, “idea whisperer,” and recovering 20-year brand marketer as she explores why branding doesn’t work, what we need to do instead, and how to get there.
You Will Learn:
- Why the process of branding doesn’t create great brands (and never will).
- What “consonance” is and why it’s the key to driving action.
- The universal (but unique-to-you) template for meaning and how to use it to build a better brand.
Tamsen Webster, TedxCambridge
Part “idea whisperer,” part message strategist, and part recovering marketer, Tamsen Webster helps people and organizations like Verizon, State Street Bank, Ericsson, Johnson & Johnson, and Disney find and communicate the power of their ideas. She is the Executive Producer of TEDxCambridge, one of the oldest and largest locally organized “TED talk” events in the world. In former lives, she worked in both agencies and at nonprofits heading up brand, marketing, and fundraising communication strategy, along with a brief but enduring turn as a change management consultant. She was a reluctant marathoner…twice; is a winning ballroom dancer (in her mind); and everything she knows about people, speaking, and change, she learned at Weight Watchers. True story. Follow her on Twitter @tamadear.
June 15, 2017 - June 15, 2017
11:30 am - 1:00 pm
Brier Creek Country Club (ONLY 10 Min. from RDU)
9400 Club Hill Drive
Raleigh, North Carolina 27617
Early bird Member pricing: $25
Regular Member pricing: $35
Early bird Guest pricing: $40
Regular Guest pricing: $50