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April Luncheon – Beyond the Logo: Rethinking Branding
April 15, 2015 @ 11:30 am - 1:00 pm
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 a 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.
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.