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1:40 PM
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Why Brand is Everyone’s Business (and not just a marketing thing)
Greg Kavanagh, Principal and Director, Branded Culture
Many organisations – including those in the local government space – incorrectly think of ‘brand’ as just a ‘marketing thing’ and a cost to the business. How wrong they are.
In this entertaining presentation, Greg Kavanagh, Principal & Director of Branded Culture will help you to better understand exactly what a brand is, why it can be your most valuable commercial asset and why everyone is responsible for it within your organisation. As General Managers and Directors, we need to look at brand as a decision making tool, and have a key role to play in driving this important strategic initiative. A strong brand and clear purpose not only impact organisational culture but council, community and the broader market.
Greg has more than 20 years’ experience in marketing, advertising and brand strategy. His company, Branded Culture, specialises in helping organisations to better understand their brands and bring them to life in everything they do. Greg has a keen interest in areas of consumer psychology, buyer behaviour, cognitive bias and the role of emotion in engendering meaningful commercial exchange. As a recovering advertising person, he is particularly focused on helping organisations leverage their brands without the need for excessive investment in marketing communications.
What is your Council known for? What does your Council want to be known and remembered for?
Let’s explore this and how you, as the General Managers and Directors Network play a key role in the brand and culture of your organisation.
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2:40 PM
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Connecting our organisation to our brand – is it worth the effort?Kristie Johnson, Manager, Media, Marketing and Communications, City of Charles Sturt
Who do you identify with the most in this clip? https://www.youtube.com/watch?v=UfTBdqF5VgwBrand
The City of Charles Sturt had an established, award winning brand in the market for almost 12 years – “Hello, I’m Charles Sturt.” However, unless you’re Nike or Coca-Cola, no brand can exist without change after such a long time. As Council set out to refresh their external brand, they explored how their brand connected to who they were as an organisation - their values, decisions and how they wanted their people to turn up each day.
What began as a “marketing” exercise (and a paranoia that they would become Utopia) became an undertaking of epic proportions where they created new values, ways of working, internal communications, strategies, a new Customer Experience, a refocused People Experience and more.
Join us, as Kristie Johnson, Media, Marketing and Communications Manager, shares a case study of the City of Charles Sturt’s experience in positioning brand to build strategic thinking within their organisation. Kristie will share why brand development can’t just rely on a ground swell of passionate employees, and why it requires genuine and ongoing leadership from the CEO and Mayor, together with a team of dedicated General Managers and Directors - to drive reputation and identity as a key strategic decision-making lever.
Kristie has more than 15 years’ experience in media, marketing, communications and strategic plan development. She is a member of the City of Charles Sturt Senior Leadership Team and is responsible for customer experience strategy, brand and reputation, all communications within and outgoing, flexible working, crisis communications and implementing the organisation’s values. She has a passion for people experience and linking why our people turn up each day to the promises we make to our communities.
What can you live and breathe in your workplace to reflect a genuine connection to your council’s identity and reputation?
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