Strategic Communication Workshop: Building a Global Brand from the Inside Out During Times of Change

Date

Apr 05, 2017 - 6:00 p.m. to 8:00 p.m.

Location

Columbia University, Faculty House (116th St. bet. Amsterdam and Morningside Dr.), Room Presidential

Join the Strategic Communication Program at Columbia University’s School of Professional Studies for a workshop and reception with Kate James, Chief Corporate Affairs and Global Marketing Officer at Pearson.

A global brand can act as a driver for growth and an anchor during times of change. Building a brand from the inside out drives employee advocacy and can shape and influence external perceptions.

How can multinational organizations implement a new brand, while striking the right balance, both globally and locally, to encourage ownership across the company?

This talk explores making the shift from implementation to infusion—so that the brand becomes the common DNA across the business, feeding everything from customer experience to talent retention. In addition, Kate will dive into the importance of building a purposeful brand and using stories to bring it to life.

Preferred RSVP by: Friday, March 31, 2017

For questions and further information, please contact Colleen Baldino, cb2942@columbia.edu.

About the speaker:

Kate James joined Pearson in January 2014. A member of the Pearson Executive, as Chief Corporate Affairs and Global Marketing Officer, she oversees communications, marketing and the Pearson Brand, government and regulatory relations, investor relations, and the company’s social impact work.

Prior to joining Pearson, James was Chief Communications Officer for the Bill & Melinda Gates Foundation and, prior to Gates, she held senior leadership roles in the financial services industry, including heading global communications at Citibank and leading the advocacy and sustainability practice at Standard Chartered Bank.

James is an active leader in the non-profit community. She is Director of the Pearson Affordable Learning Fund, serves on the boards of Vital Voices Global Partnership and America's Promise Alliance, and is the Chief Spokesperson for Project Literacy, a global campaign convened by Pearson to help close the global literacy gap by 2030.

Speakers

Kate James, Chief Corporate Affairs and Global Marketing Officer, Pearson