In volatile times, brand is a critical asset to help organizations weather the storm. However, conventional activation tactics have limited impact on customer loyalty and preference. This session shares our latest brand activation insights and facilitates peer-to-peer discussion on: ways to build brand commitment, examples of best-in-class activations and gaining support for brand investment.
Speaker Bio
Dorian Cundick
VP, Advisory
Dorian is a Vice President with the Gartner for Marketers advisory team, specializing in Communications. She has helped lead the team and shape the research agenda since 2007, navigating dramatic changes in the Communications discipline. Through her tenure, she has advised countless Marketing and Communications executives in diagnosing and addressing their key strategic opportunities, and has been a regular speaker and facilitator at communications events around the world.
Dorian regularly consults with leaders on how to build impactful teams-- addressing organizational structure, process efficiency, consultative skills and measurement, and all things strategic planning.
She serves as a thought partner across brand and reputational considerations, including engaging key stakeholders and crafting cohesive narratives and content strategies. Her expertise also extends to the realms of culture, change, strategy, and manager communications.
Prior to joining Gartner, Dorian worked on-air as a broadcast journalist with NBC affiliates in Texas and New Mexico. She has extended her more technical broadcast skills into freelance documentary endeavors, supporting nonprofit causes from Mexico to Brazil to Africa. She has also taught journalism, writing, videography, and video editing at both the secondary and university levels.
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Dorian regularly consults with leaders on how to build impactful teams-- addressing organizational structure, process efficiency, consultative skills and measurement, and all things strategic planning.
She serves as a thought partner across brand and reputational considerations, including engaging key stakeholders and crafting cohesive narratives and content strategies. Her expertise also extends to the realms of culture, change, strategy, and manager communications.
Prior to joining Gartner, Dorian worked on-air as a broadcast journalist with NBC affiliates in Texas and New Mexico. She has extended her more technical broadcast skills into freelance documentary endeavors, supporting nonprofit causes from Mexico to Brazil to Africa. She has also taught journalism, writing, videography, and video editing at both the secondary and university levels.
Monday, May 22, 2023 / 01:45 PM - 03:45 PM MDT
Activating Your Brand Through Meaningful Experiences
Monday, May 22, 2023 / 04:15 PM - 04:45 PM MDT
Insights Into Meaningful Brand Activation
Organizations face economic headwinds, industry disruption and heightened audience expectations, all challenging customer loyalty and preference. While strong brands help combat these pressures, it can be hard to meaningfully activate the brand. This session will share how to build strong brand commitment and leading examples of brand activations.