Hilary Folger is a Partner at Lippincott, a leading brand consultancy. She recently managed the incredibly successful rebranding of Southwest airlines, supporting a YoY stock price increase of 125% and a #1 brand ranking among travel-related companies. In her role, Hilary is called upon to collaborate with CEOs and CMOs to define business and brand strategies for growth. She has worked with top tier clients for 13 years across 14 different industries. Her largest corporate rebrand was for a company with a market cap of 300B. Her work is constantly changing, from helping Samsung create a signature scent and sound, to creating new names and designs for the United Mileage Plus credit cards, to rethinking the circus of the future for Ringling Bros. Barnum & Bailey. Hilary is a regular speaker at events for entrepreneurs, including GrowCo, Project Entrepreneur, The INC Startup Accelerator, and CNBC's ICONIC tour. She is deeply passionate about supporting female entrepreneurship and works as an advisor to several female founded companies. Hilary's work with Southwest, Dell, Vale and Walmart has resulted in a variety of awards, including the 2016 Rebrand 100 Distinction award, the Transform Best Brand Evolution Award, American Graphic Design Award, Utopia U360 Best Communications Piece Award, Rebrand 100 Global Design Merit Award, and the AIGA Brand Identity Systems Design Award.  

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Brand Building 101

Hilary Folger

In this workshop, you’ll learn how to develop a clear and compelling brand positioning. You will be guided through a step-by-step process to complete a brand positioning framework that will then guide all of your company’s messaging, tone of voice, and customer experience. The workshop uses leading brands as best practice examples.

You will then learn how to map your customer experience to ensure you are delivering on your brand promise at the most critical customer touchpoints.

A winning brand is built by a compelling brand story and a brand-aligned customer experience. You will leave this workshop understanding how to create each for your own company.

what you get

  • Last up to one hour
  • Allow for up to 200 connections into the Cast (a connection is a login from a unique location)
  • Include the two-way video experience (including interactive HD streaming video and audio) and dedicated support