We all want a better brand strategy...but what if branding itself were the problem? What if how we go about building better brands actually does the opposite? And what if the path to building a better brand was right in front of us, all along? Join a recovering 20-year brand marketer—and executive producer of one of the oldest locally organized TED talk events in the world—as she explores why branding doesn't work, what we need to do instead, and how to mine the meaning behind your company to find the path to building a better brand. At the end of this session you will be able to: - Understand why the process of branding doesn't create great brands (and never will) - Determine what "consonance" is and why it's the key to driving action - Create the universal (but unique-to-you) template for meaning and how to use it to build a better brand