T15 / Brand from the inside
(In-Depth Session)

Date: Tuesday, 28 June
Time: 1:15 – 3:30 pm
Track: Future Trends

Building and nurturing the internal brand is as critical to an organization’s success as promoting the external brand because of the role of employees in brand delivery, the stringent competition for mind and market share among consumers, and the impending war for talent. This session will focus on how to activate your organization’s “DNA” to build your internal brand.

You will learn:

• What an internal brand is (and is not)
• How to build an internal coalition to build the internal brand
• How to "activate" your organization's DNA (and why) as you build the internal brand

Presenters / Mark Schumann, ABC / Connecticut, USA, is the winner of 13 Gold Quill Awards and is a past member of the IABC executive board and the IABC Research Foundation board. Schumann is a communication consultant with Towers Perrin and previously served as global communication practice leader. He has more than 25 years of experience and is a frequent author and speaker for IABC.

Libby Sartain / California, USA, is responsible for leading Yahoo! Inc.'s global human resources efforts. Prior to joining Yahoo!, she was vice president of people at Southwest Airlines. She is the co-author of HR from the Heart: Inspiring Stories and Strategies for Building the People Side of Great Business.