Unlocking the Power of the Brand to Transform a 170 Year-Old Company

10:00 AM - 10:45 AM

Hosted by Morton Salt

Venue SIX10: Stage One 610 S Michigan Ave Chicago IL 60605




Connecting with consumers is not as straightforward as it used to be. In a world where it’s easier than ever for brands and ads to be blocked, the way we communicate has changed but more importantly the way a company behaves in society will ultimately determine their success.

Consumers and employees, especially millennials, expect that companies help solve society’s problems and those who do are changing how whole industries do business….and why shouldn’t they? Companies have the resources, people, geographical proximity and access to multiple communities where they can make a bigger impact.
The challenge is knowing where to start.

So how does a company once named a ‘dying star’ by its critics become a force for good? How does it reinvigorate a culture rooted in the production of a commodity in order to face these challenges together? And how does it choose which problems to solve? By moving offices or changing dress code? Sure that helps, but no – by unlocking the power of the brand.

In this discussion with Christian Hermann, CEO of Morton Salt, you’ll find out how a little girl is inspiring a company to make a true impact that is felt, not just heard and engaging their employees and consumers to solve today’s problems for a brighter tomorrow.

Audience Takeaways:

  • How to discover your brand’s best self
  • How to pull through your brand’s purpose for company-wide initiatives and corporate strategies
  • How to go against category norms and conventions to reframe what your brand offers
  • How to increase the investment in your brand and sell in radical ideas, not just to the CEO but to the board as well

Venue & Location

Venue SIX10: Stage One

610 S Michigan Ave
Chicago, IL 60605





Social Media Week

10:00 AM - 10:45 AM

Unlocking the Power of the Brand to Transform a 170 Year-Old Company

#SMWMortonSalt






  • Christian Herrmann

     

    Christian Herrmann

    CEO

    Morton Salt

    mortonsalt
  • Jack Rooney

     

    Jack Rooney

    Chairman

    Ogilvy & Mather Chicago

  • Jessica Wohl

    Moderator

    Jessica Wohl

    Reporter

    Advertising Age

    jessicawohl