The Anatomy of Brand

Let’s be honest, branding is subjective. So it’s crucial to pause and understand the foundations of branding by exploring its defining principles and processes, as well as recognizing its ultimate and powerful aim of making a genuine human connection.

Our esteemed guest speaker Kat Mok, Global Director of Marketing and Communications of the renown branding agency Interbrand, will discuss the various components and touchpoints of a brand, and how a brand identity is translated into brand experience.

She will also share why the human element needs to be embedded in brands, including acknowledging genuine value systems (empathy, compassion) and the importance of concretely infusing these human attributes into an organization’s culture. Kat will also show examples of corporate brands that are primarily led from a human and purpose standpoint. The talk will consist of a fireside chat with Touseef Mirza, Founder of the NY Branding meetup.
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PRESENTER: Kat Mok, Global Director of Marketing and Communications, Interbrand

Katherine Mok is the Global Director of Marketing and Communications for the global brand consultancy Interbrand. She was formerly the Global Head of Marketing at Storyful/News Corp, leading marketing and brand strategy for the social media intelligence agency. Her experience spans industries, from entertainment and media to architecture and design to hospitality and events to advertising and branding.

http://interbrand.com/

MODERATOR: Touseef Mirza, ClarityConnects podcast founder/host, andAdjunct Professor, NYU
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AGENDA:

6:30-6:45pm: Registration and mingling
6:45-7:45pm: Fireside chat: The Anatomy of Brand / Q&A
7:45-8:15pm: Mingling with wine and light snacks -- sponsored by CoreConnect

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Please note you can invite guests, but they will need to register to the NY Branding meetup first, so that their first name and last name is recorded for when they register at the security for the event.

A special thank you to Shaw Contract for providing their location for this event. This event is hosted by CoreConnect.