Strategic Internal Branding
April 19 - 21 in Scottsdale, AZ
Venue, Pricing, & Registration Details
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Tuesday, April 19 • 1:15pm - 3:15pm
WORKSHOP C: Synergizing Your Brand Story: The Relationship Between Internal & External Brands
Experience Willow

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Engaging brand stories—whether being told to internal or external stakeholders—should be developed with a well-honed framework that identifies the key elements, or tenets, of the brand. Each of these core tenets will be explained in detail and demonstrated as to how they each relate to both internal and external brand storytelling.


Learn a unique roadmap and approach to strategic branding – used by globally known brands such as Coca-Cola, Heineken, and Disney; and learn how to:


  • Uncover and articulate the core tenets of your brand story
  • Identify and leverage synergies between your internal and external brand
  • Differentiate your brand through compelling propositions and promises
  • Design communications and experiences that reveal and grow core brand equities


Kevin Finke, Owner & Chief Storyteller

Experience Willow

avatar for Kevin Finke

Kevin Finke

Owner & Chief Storyteller, Experience Willow
You know that kid who never stopped asking why? That was Kevin. And asking why—finding out why something works and how to make it better—still drives him to this day. His curious, contagious spirit is what helps him create meaningful experiences for the world’s most progressive... Read More →

Tuesday April 19, 2016 1:15pm - 3:15pm PDT
Sky Ballroom: Sun/Moon Room FireSky Resort, Scottsdale