Brand management has always been a difficult task, but today’s non-stop news cycle and hyper-connected culture make it so that a company’s reputation, both among employees and customers, is more vulnerable than ever. A poorly performing product, inappropriate employee behavior, or something as big as a public scandal can live in perpetuity thanks to the internet. How does a brand recover, survive, and even thrive in this new era of brand management?
To find actionable solutions we must look to where the design of the company itself and its relationship to people has failed and then redesign those systems and relationships, built on a foundation of shared values and trust.
In this workshop, we’ll be exploring how the next generation of brand management is dependent on a holistic approach to an organization’s engagement with their stakeholders – both external and internal. In looking at these issues participants will learn how to use a “mission-centered design” approach in order to strengthen a company’s internal culture and its relationship with the broader external community. This new design approach brings together a range of traditional and emerging design disciplines to create a more authentic, trustworthy, and holistic brand for organizations wanting to learn how to thrive in the 21st century.
Participants will walk away with:
- A basic understanding of the “mission-centric design” approach as it relates to company branding and holistic corporate social responsibility
- Tools to help enhance their company culture
- Tools and practices to more effectively engage their broader external community in their mission
- A fresh perspective on how design and holistic branding can build trust both within and outside of organizations