Donna de St. Aubin moderated the Developing and Leveraging Employees as Brand Ambassadors General Session at the 2006 The Conference Board Conference: Extending Your Brand to Employees

It was held Tuesday, November 7, 2006 - General Session B: 10:30AM - 12:00 Noon

The success of your organizational brand depends largely on the extent to which employees have a clear line of sight to the brand promise. Their ability to effectively deploy the brand means that employees must not only understand the company and its customers, but also have a keen appreciation for the brand promise and what it means, as well as knowing what their role is in delivering on those promises. This session will address approaches to building a workforce of brand ambassadors by:

• Creating an emotional connection between employees and the brand
• Using technologies to extend brand connections with employees
• Crafting a consistent and clear communications strategy that aligns internal and external messaging
• Developing communications that inform, engage, and empower employees to deliver the brand promise

Moderator: Donna de St. Aubin - Principal, St. Aubin, Haggerty & Associates, Inc.

Panelists:

Amy Davis - Section Head, Mayo Clinic

Scott Regan - Managing Director, Innovations Institute at Memorial Health

Jennifer Taylor - Corporate Communications, IBM Corporation

For more information about this conference, please check out The Conference Board web site.