How Do You Define Your Org's Brand?
More Importantly, how do you shape it to achieve your goals?
Once you've done so, how do you reinforce it to build brand equity?
WELD2's Frank White lays out branding as he sees it. He works in the tech space, but this is universally applicable for most organizations, small to behemoth.
He stumbles once or twice, rare for such a dynamic speaker, but hey, we all have a hiccup once in a while!