Webinars & Podcasts

Solution provider webinar: Brand Transformation: How to maintain brand relevancy in an age of disruption and distraction

Type: Webinars
By Khyla Flores
21 September 2017

Recorded on 21 September 2017

New brands like Uber, Airbnb, Tesla, and Square are disrupting business models and challenging the status quo, while consumers have more choice and more distractions than ever before. How do brands stay relevant in what Salt calls “The Hyper-Choice Economy” and disrupt themselves from within to stay competitive?
The webinar will focus on how to develop and effective brand strategy, and update your brand positioning based on the methodology Salt co-created with professor Kevin Lane Keller of Dartmouth’s Tuck School of Business. This webinar will also cover methods to optimize your brand architecture, and how to develop a distinct brand personality and brand voice. Multiple case studies will be shared.
Here you will find a PDF of the slides for your reference.

Rick_ppt_13E7767Presenter/Rick Herrick,  who founded Salt Branding on 1 January 2001, held strategy and management positions at Chiat/Day, Saatchi & Saatchi, and Interbrand, and was also a founder of digital publisher MightyWords (acquired by Barnes & Noble). Believing that creativity and business go hand in hand, Herrick majored in Music and Economics at Dartmouth, and attended NYU’s Management Institute. Herrick’s branding experience spans Global 2000’s to start-ups.



SALT_LogoBlkSolution provider / Salt Branding, is a full-service brand consultancy headquartered in San Francisco.  Since 2001, the Salt team has had the pleasure of working with many Fortune 500’s and disruptive start-ups. We work at the intersection of brand and digital, helping ambitious leaders define and express what makes their business truly essential.


Khyla Flores Khyla Flores is associate editor for IABC’s content department.

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