The session will take an integrated look at applying brand building principles across a range of uses to leverage brand hierarchies. Thinking about personal brand leads to opportunity to translate some of that into professional brand, but will the sum of all the individual employee brands truly equate to your company brand? How can the company brand integrate downward with all the members of the organization, then be effectively broadcast outward by your members? We'll explore many of these aspects, as well as questions from participants.

About Chad O'Connor

Professor Chad O'Connor is visiting Sofia on behalf of Young Transatlantic Innovation Leaders Initiative YTILI, a transatlantic program for young European entrepreneurs created by the US State Department in cooperation with the German Marshall Fund. He's coming by invitation from Teofil Shikov - founder at Out2Bound and 2019 YTILI fellow.

As the only known faculty to simultaneously hold appointments across 3 different colleges (D'Amore-McKim School of Business; College of Arts, Media and Design; and College of Professional Studies) within Northeastern University, Chad O’Connor teaches graduate and undergraduate courses in Advertising and Brand, Organizational Culture, and Crisis Communication. He is also a startup advisor for IDEA, Northeastern’s venture accelerator program, and the university's Venture Mentor Network.

Chad served as a founding Connector for Boston World Partnerships, a nonprofit initiative launched by the former mayor of Boston, and was contributing editor of its Global Business Hub blog on The Boston Globe’s Boston.com site. Thanks to connections made through that endeavor, Chad currently sits on the advisory board of the nonprofit Leading Cities, and advises startups, including Fluxio in Lisbon.

When not at the gym, walking his dog, or going to punk shows, Chad invites you to discuss travel deals and Boston pro sports over craft beers. He is an undergrad alumnus of UMass Amherst and a grad alumnus of Emerson College.