Troy Wade
Brand Consultant and Global Head of Brand @ACG
I am a multi-award winning creative brand strategist and general problem solver.
Currently engaged in a long term contract with ACG, my role is to lead this Indian pharmaceutical manufacturing company toward becoming a recognised and reputable global B2B brand.
I am particularly interested in the relationship between organisational culture-building and brand-building, and believe that success in creating human-led brands lies in the effective collaboration between Marketing and HR.
I have been responsible for leading brand strategy projects for companies like: Intercontinental Hotels Group, SABMiller, Pernod Ricard, IMAX, RB and Standard Bank.
Are your people helping build your brand, or rather diluting it?
Look at the most valuable businesses in the world, and you’ll notice that the majority of value often lies in their brand(s). Peek a little closer and you’ll also discover that their people usually behave in a manner that can be described as ‘on-brand’. In almost all enterprises, and particularly in B2B businesses and those with a service orientation, your people should be considered a major part of your brand-building toolbox. And yet employees are often left under the guidance of HR to pull them in one direction, while every other brand touchpoint is pulled by marketing in a different one. Using personal real-world stories of failure and success to provide practical insights, Troy will share what he has learned about creating brands where your people (all of them) become your ultimate brand ambassadors.