When the panel presenters are just as excited to talk about their brand purpose as you are ready to hear about their real-life examples, you know it’s going to be a great speak. The AMA of MN 2nd Annual Marketing Leadership Panel was nothing short of that. Each presenter came prepared to share how their brands have found purpose which has led to bottom line gains and engaging movements that influence consumers to their very core.
Nicole Nye, SVP Marketing at ICF Olson, genuinely moderated three major brand players who have dedicated their work to building brand purpose and who have been pivotal in creating larger missions to support their brand.
Representing Deluxe Corporation was Amanda Brinkman, Chief Brand & Communications Officer, who has built a reputation as a revolutionary brand marketer and has the ability to foster creativity from the inside out. She explained that in order to find your brand’s purpose, it’s imperative to go back to why your company started and interview your original stakeholders. That is where the real purpose lies and from there you can revisit true brand meaning.
Global Brand and Strategy Leader for 3M, Remi Kent, heads Brand Building, Communications, Media and PR for the Consumer Brand Group. Remi expanded on ideation and speaking from experience, lent the approach for groups going through this process to write down ideas, drop them in a hat to remove any biases within the room. By doing this, people will just read the ideas for what they are; ideas. She later shared the magic in finding brand purpose happens when emotion meets function.
Last panelist to present, but definitely not least, was Kristin Prestegaard, Chief Engagement Officer at Mia (Minneapolis Institute of Art). She clarified that Mia, pronounced as “meeahh” and not to be mistaken as M.I.A., has recently undergone re-branding to fulfill a series of goals including increased visitor engagement and consistent look and feel throughout collateral and advertising. Kristin shared that her Mia team all passionately knew who they were as a brand, but they didn’t know how to tell the story. With a little help from an outside agency, they were able to give their solid identity a story that brings credibility to institute’s mission: inspire wonder with extraordinary exhibitions and one of the finest wide-ranging art collections in the country.
Chandler is a family-owned, Minnesota-based company that designs and fabricates branded retail environments. With 30 years of experience, our design-engineer, fabrication and build teams offer full-service solutions including design conception, 3D modeling, engineering, manufacturing, program management and logistics. From custom fixtures to large scale store roll-outs, they will manage a project from idea to launch. Recent clients include Under Armour, Sony, The Home Depot, Andersen Windows, Target and Whole Foods Market.
Contact Chandler today and learn how exceptionally crafted fixtures and stunning environments can elevate your brand. Chandler is ready to be your design and build team.
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Would you like to learn more about this project or Chandler’s capabilities? Contact Derek Johnson, Chandler Business Development Manager Email or 612-670-0165.