Building Brand Identity Buy-In

About this video
Description
Presented by Mary Jane Braide and Josh Greenhut
How to create consensus without compromising design: Mary Jane and Josh present a conversation on the topic of producing great brand design that is also deeply supported by the organization.
Mary Jane and Josh believe that the guru-model of design is (or should be) dead and that today's brands require a grass-roots, built-from-the-inside identity that is boldly stated and collaboratively built. To be relevant, today’s brand designer must engage the organization in strategic and creative dialogue that will enhance the outcome, not compromise it. Mary Jane and Josh will cover practical ways to build buy-in, share insights into group decision making and cover some simple methods for triggering great collaboration in a community of any size.
About Mary Jane Braide
Mary Jane is one of Canada’s leading independent brand strategists working with category leaders in financial services, energy, engineering, education, health and business and professional services on the fundamentals of how they address their markets, employees, communities, investors and suppliers. Her strategy clients include such iconic B2B and relationship brands as SunLife Financial, The University of Toronto, OMERS, CPPIB, McCarthy Tétrault, Loyalty One, MaRS and The Canadian Museum of Nature. Mary Jane is a Rotman School of Business Mentor and a start-up client advisor at The MaRS Discovery District. She has a special interest in the collaborative process and has shared her insights on this topic with numerous RGD audiences having learned from years of working closely with her clients and in collaboration with many of Canada’s top design, creative and advertising firms.
About Josh Greenhut
Josh Greenhut is a strategist, researcher and writer who helps organizations articulate their shared truths and align for action - from brand positioning, to mission and vision, to strategic priorities, to thought leadership. Josh has honed his skills through diverse roles: after earning his MBA from Columbia Business School, he was a speechwriter and leader of internal communications at IBM, channelled the voice of the best-selling author Lemony Snicket into groundbreaking marketing, conceived digital experiences for Hollywood movies, and led global research and strategy projects at in-sync, a leading insight consultancy. In his spare time, Josh has written and published more than 15 children’s books, specializing in projects that involve faithfully extending the voice of an original author.