Todays’ consumers, led by Millennials, care as much about the companies behind the products and services they purchase as they do the offerings themselves. Even CPG giants like SC Johnson, The Coca-Cola Company, and Hershey’s—organizations that typically to go market based on the strength of their product brands—recognize the importance of establishing and maintaining a strong corporate brand. The benefits that accrue to companies with a powerful corporate brand are many, including increased financial leverage, a stronger sense of purpose, risk mitigation during times of crisis, and improved internal esprit-de-corps. Mitch will demonstrate the myriad benefits of investing in corporate brand, providing real-world examples of companies that have established a meaningful competitive advantage through superior corporate branding.

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