Brand Oversight: The Board's Role

For most organizations, public, private and nonprofit, the brand is one of the company’s most valuable — and most vulnerable — assets.  A brand no longer reflects only marketing or advertising. It reflects trust, culture, reputation, customer experience, employee behavior, digital presence, cybersecurity resilience, social expectations, and leadership credibility.

The brand can become a strategic differentiator — or a strategic liability — almost overnight.

Some directors believe brand is primarily a management and marketing responsibility. Others argue that because brand directly affects enterprise value, stakeholder trust, strategic positioning, talent attraction, and reputational resilience, it clearly falls within the board’s oversight mandate.

Please join our expert panel to explore and learn about: 

• What effective brand oversight looks like and is it/how is it a boardroom issue, 
• How directors can distinguish governance from management,
• The intersection of brand, culture, risk, and strategy,

• How boards can oversee reputation in a world of rapid transparency and compressed reaction time,

• How should board directors measure the brand’s success,

• Key takeaways for directors to use in the boardroom
  
  

AGENDA:
7:45 AM - 9:00 AM (PDT): Program
9:00 AM - 9:30 AM (PDT): Optional Small Group Networking

Moderator

Independent Board Director, Sprouts Farmers Market, Inc.

Terri Funk Graham

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Terri Funk Graham ranks among the select few female Chief Marketing Officers to serve as an Independent Board Director within multiple Fortune 1,000 companies for the past thirteen years.  Ms. Graham’s leadership positions have afforded her valuable experiences and expertise in dealing with issues facing many boards today, such as strategy formulation, branding and brand reinvention, digital acceleration and transformation, CEO and C-Suite succession planning, financial turnarounds, growth strategies, crisis management and driving cultural change in companies...

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