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YANA Webinar | Brand Building for Social Impact

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YANA WEBINAR SERIES

Join Yale alumni experts as we explore the dynamic and rapidly-evolving facets of the social impact sector. Each session will be 1-hour: a 40-minute presentation, followed by 20 minutes of Q&A.

Catch up on what you missed: YANA Webinars Page

Brand Building for Social Impact

Wednesday, June 17, 2020 | 1:00-2:00pm EST

Brand Building for Social Impact – Stephanie Rath ’96, Vice President of Marketing & Brand Management, YMCA of the USA

Your brand is a valuable asset that can drive growth for the future. How strong is your brand? How can you position your organization to engage a wider audience of supporters in your mission? Join us to evaluate the strength of your brand and learn how to apply expert techniques to build your brand on any size budget. We’ll discuss how to create your brand positioning, how to evaluate your name and logo, and how to write an elevator pitch that generates interest in your organization. We’ll discuss tools you can use to encourage everyone in your organization to champion and steward the brand, how to set guardrails to protect your brand, and how to measure your brand over time.

We will review case study examples and discuss practical tools. Please bring your brand and marketing challenge to share as we’ll take the opportunity to workshop a few challenges during the session.

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Stephanie Rath is passionate about leveraging the power of brands to drive social change. She serves as Vice President of Marketing and Brand Management at the YMCA of the USA. Previously she led the brand marketing team at Feeding America, the nation’s largest hunger charity and prior to that, spent twelve years running big consumer brands at Quaker Oats and PepsiCo. She is a graduate of Yale University, Phi Beta Kappa, Magna Cum Laude. She has been an active contributor and board member of the Yale Club of Chicago.

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