New data is changing the way consumers align with brands, and it’s changing the way your members align with your organization. Consumers want to be heard, express their opinions and align themselves with brands that reflect their values. 79 percent of Americans only consider a brand that shows they care about them. Consumers and members are demanding organizations change not only the way they market, but what they offer, and it’s all about them.

In this session, you’ll be taken through six ways the consumer landscape demands brands change their approach. You’ll also be guided through a reflection on the ways your own organization is meeting its member needs, identify critical needs and workshop ways to reposition right away in a roundtable setting.

CAE Hours: 2
CMP Hours: 2

Speakers: Mandy Haskett, Kim Jones & Lauren Littlefield

Mandy Haskett is the director of strategy at Willow Marketing and spends most of her days helping organizations discover and live out the truth behind their brand. Equal parts creative thinker and research geek, she’s worked on some of the world’s biggest brands in her 14 years in the business.

As vice president of Willow Marketing, Kim Jones directs the day-to-day operations at the agency and leads strategy on key accounts. In her 11 years at Willow, she’s become intimately familiar with panhellenic organizations and how they communicate their brand message with and through their members.

Lauren Littlefield manages content development and earned media strategy for Willow’s clients. For over a decade, she’s been directing and managing communications efforts as a corporate spokesperson, publicist and marketing and public relations strategist.

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