5:00 PM
Before the Competition Ceremony, to award the winners of the various AMA competitions before & at the conference, those in attendance had the opportunity to hear a keynote address from Monica L. Skipper, VP of Brand Experience Marketing for FedEx. Skipper told the timeline of the FedEx story and how it grew to be one of the world's most respected brands. In doing so, she had many great pieces of advice:
- "Every brand has its own story to tell."
- To improve a brand, it is important to first look at one's personal brand.
- How do we see ourselves? how do others view us?
- Identify strengths/flaws & improve.
- Brand Equity is rooted in loyalty.
- Past experiences speak to the future and trust gained in the past will reflect on future business interactions.
- Succes doesn't happen by chance. Three aspects you must align with for a business plan:
- Be.
- Do.
- Say.
- Master brand strategy is acquiring other brands or tying smaller brands to the bigger company so that same company values are recognized.
- Consistency builds trust.
- Follow your passion.
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