Evan McBroom at Cornerstone

Evan McBroom gave a great presentation on communication during the building process at the CKN Conference yesterday. My notes:

Five key concepts:
1. Communication is not an event, it's a process.
2. Branding does matter, and it's foundational to all communication.
3. make the need obvious to move and inspire people.
4. Creating "buzz" is essential. Cut through the clutter.
5. Make proven approaches your own. This is not the time for cookie-cutter material.

"Branding:" Clear communication of your promise; paints a picture; creates expectations; refine experiences to match brand.

Brand Equation: Identity + Communication = Offering + Experience

Bonus Advice: Stop doing some things.

When he got onto branding being "foundational," I cringed and he lost credibility points. After his definition, though, I realized his idea of branding is not congruent with my idea of branding and most of his points were reinstated.

And a fun video about communication. Evan didn't use this one, I think Ed Bahler and Bill Couchenour did during the opening session, but it applies and I like it: