When you think of brand as the heartbeat of an organization, as the promises you deliver to your stakeholders, and as the reputation you want to have, then it takes on a whole new meaning for an organization. This also elevates the role of the communicator in the process, taking on the brand from implementation to activation and ultimately expanding the role of “brand manager.” Branding is no longer an advertising or marketing function but a leadership function where communication is key.
In this session, we’ll discuss the branding (re-branding) process and how your organization can create and activate a brand that ultimately drives your reputation. We’ll look at case studies, best practices and discuss the importance of culture alignment and cross-walking. Bring your whole marketing team and walk away with some strategies to implement immediately.
About Bonnie
Bonnie Caver is the President of Reputation Lighthouse, a strategic communications firm. The Austin-based firm focuses on leading companies to own their stakeholder relationships internally and externally by collaborating communications channels and activating every brand touch point.
The 20-year communications veteran is a Certified Crisis Manager from the Institute of Crisis Management and is one of few in the world to hold an advanced certification in reputation management through the Reputation Institute. She is currently the Southern Region Chair, is a member of the IABC Branding Task Force and is a Past President of IABC Austin. She has also served as a Chapter Services Director for the Southern Region, representing Texas, and is a Bronze and Silver Quill honoree.
Caver enjoys the role of mentor for young communications professionals and is a frequent speaker on both traditional and social communications topics, focused primarily on reputation management, strategic communications, brand activation, culture development and crisis communications.
| When: | Wednesday, April 15, 2015, 11:30 a.m. – 1 p.m. |
| Where: | OSU-Tulsa, North Hall, BS Roberts Room 700 N. Greenwood Ave. Tulsa, OK 74106 |
| Fees: | Member Fee $25 Non-Member/Guest Fee $35 Students $15 |
Shagah Zakerion serves as the executive director for Tulsa’s Young Professionals, a workforce initiative of the Tulsa Regional Chamber, whose mission is to attract and retain young professionals in the Tulsa region and develop the next generation of business and community leaders. Founded in April 2005, Tulsa’s Young Professionals has since grown and is considered one of the fastest-growing and leading YP groups in the nation. Shagah oversees the entire organization, leading the efforts of eight crews, planning and implementing approximately 80 events a year and handling member and sponsor relations.
In 2002, I was working as a graphic designer in a corporate communications department. It was during that time that WorldCom’s corporate accounting fraud came to light – and I remember it well. As we know, WorldCom was not alone in these illegal accounting practices and several other corporations fell in similar fashion. It was a painful lesson to many companies, their employees and investors. It was also in 2002 that U.S. Congress passed the Sarbanes-Oxley Act (or SOX), which set public companies and accounting firms on a new path to accountability, transparency and better business ethics.