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How to Craft a New Identity for Your Organization

The word "brand" is overused and has become, to many cynical communication professionals, a bit icky. It's the man-bun of marketing buzzwords. But we can take the word back—and inject it with meaning.

This presentation has a lofty name but operates in the trenches. It's about the practical steps you can take, today, to refine your brand and spread it across your organization. It's funny, story-filled, and aspirational.


  1. How should our organization think of its "brand"? What does "brand" include?
  2. How can we define our new brand in concrete terms?
  3. How can we get full buy-in from our staff on our new brand?



Andrew Buck, Content Strategist, TradeMark Media

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