While we're experiencing a massive influx of brands attempting to do good, leaders struggle to get everyone on the same page with their vision. Branding has become a revolving door of costume changes, with authenticity often lost in the script. How do we find the critical place where brand engages employees as agents of change, inspires loyalty in customers, and drives business growth? In a word, we must find purpose. We must move past branding as an outside activity and embrace it and our organization as one in the same. Katie Burkhart, founder and lead brand strategist for Matter 7 and CEO of tech company Illumyne, leads a session on what operating as a purpose-driven organization looks like and what role brand plays in strategically advancing both the organization and its impact.
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