Brands, just like people, have values - bedrock principals they stand for and hold near and dear to the heart. These principals form the reason the brand exists. Brand values influence two important strategic areas - relationships and reputation. Relationships are based on trust and reputation is based on delivering on the promise. In our over-crowded, me-too marketplace, points of difference that are function and feature based are no longer sustainable. Consumers today are tuning out marketing and tuning in to those brands that represent shared values. Forward thinking marketers recognize their brand building initiatives must focus on relationships and reputation. Nothing else matters.

Brand Strategy Consultant Thomson Dawson will share important ideas for positioning brands to resonate and engage customers in ways that strengthen the connection of their shared values.

Thomson Dawson

Thomson is partner and senior brand strategist at The Blake Project, a leading brand consultancy. He brings an unequalled level of expertise in branding to his clients, leading them in the collaborative discovery process that results in strong brands. He brings over 30 years of diverse strategic and creative experience to the art and science of brand development. Throughout his career, Thomson has been an entrepreneur, designer, writer, creative director, master facilitator and brand consultant to global and emerging brands in diverse industries.

Thomson’s clients range from Fortune 100 and start-up companies to not-for-profit organizations. He has guided Energizer in positioning its next generation of products, focused Jockey on where it could succeed as a lifestyle brand and helped Hewlett- Packard build an advantage for its highly anticipated ingredient brand.

 Earlier in his career he founded Dawson+Company Communications, a firm internationally recognized for its award winning work in brand strategy, corporate identity development, brand development, naming, corporate communications, marketing communications, branded environment design, and retail packaging.

 Thomson is an avid writer, speaker and thought leader on branding, enterprise strategy, value creation and professional development.