How to Use Human Behaviour to Drive Brand and Culture
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How to Use Human Behaviour to Drive Brand and Culture

How to Use Human Behaviour to Drive Brand and Culture

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MaRS Discovery District

101 College Street

CR-3 & Heritage Atrium

Toronto, ON M5G 1L7

Canada

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How to Use Human Behaviour to Drive Brand and Culture

The findings of cognitive and behavioural science now permeate the strategies of business and marketing innovators. The notion of “understanding your customer” has reached new heights. Are you able to take advantage of these new thinking models?

Join us on Thursday, February 23 as we welcome experts Daniel Epstein and Mandy Sutherland. They will discuss new ideas behind behaviour-driven marketing and the resilience of our workplaces.

Together they will explore how to leverage our understanding of fundamental human behaviours to create cultures of innovation that fuel business growth.





Behaviour-driven marketing: The next frontier of innovation

Daniel Epstein, former Harley Procter Marketing Director, P&G

Most innovators only focus on half of what it takes to grow a brand. Spending more and more media dollars to fuel a “conscious engagement strategy” may never counteract deep-rooted consumer habits. However, using a “behavioural conversion strategy” can sway consumer behaviour.

Through his partnership with a renowned social psychologist, Daniel has developed a new business framework. He will share shifts in best practices for marketing and innovation based on the science of human behaviour and decision making.




The resilient workplace: A catalyst for culture change

Mandy Sutherland, Senior Consultant, Steelcase Applied Research

Today, the pressure for organizations to be competitive and entrepreneurial is more pervasive than ever. Our research findings and processes for experimenting, combined with the signals from the market, indicate that cultivating a culture of innovation is critical to adapting to our dramatically shifting landscape. We believe that reinforcing such a culture requires the intentional integration of behaviour, workspace and technology.

The key to building a resilient organization lies in creating a working experience where there is a clearly communicated, compelling vision that resonates with the entire organization as it grows and changes.

When explicit linkages are made between desired cultural attributes and the design of the work environment, the workplace can become a strategic asset and influence employee behaviour. This breeds a culture that will entice talented and creative people well into the future.




Our speakers

Daniel Epstein, former Harley Procter Marketing Director, P&G

Daniel Epstein, a former P&G Harley Procter marketer, spent 21 years with P&G in major roles, such as tide/ariel franchise leader for the developed world. For eight years, Daniel led P&G’s adoption of "commercial innovation," generating over $1 billion in value. From 2010 to 2013, he reported to the P&G chief marketing officer and they led the company’s work on the future of marketing. Today, Daniel teaches and consults on solving marketing and innovation challenges through cognitive and behavioural science.


Mandy Sutherland, Senior Consultant, Steelcase Applied Research

Mandy Sutherland seeks out ways in which organizations—large and small—can drive innovation through design. As a member of Steelcase’s Applied Research + Consulting group, Mandy leads executive facilitation of corporate vision, user group observation/interaction and cultural analysis at major corporations. This work shows companies ways to leverage the workplace ecosystem in support of organizational culture, strategy and employee well-being.




About the 2017 MaRS Verge innovation talks

Business models are disappearing overnight. Rapid advancements in technology in the workplace across all industries are amplifying the need for change now. The MaRS Verge speaker series will connect corporate innovators and intrapreneurs with leaders who are bringing innovation to everyday life. Our speakers will share lessons learned from the trenches as they provide the fundamental building blocks to understand innovation, inspire change in organizations of all shapes and sizes, and ignite fresh ideas and new tools. Our inaugural 2017 season of events will explore topics on a monthly basis such as:

  • When to buy, build or partner with a startup?
  • How to build a culture of innovation – going beyond the theory
  • Executing innovation – what to do after the workshop?
  • Turning the cruise ship – implementing innovation in an established corporation
  • Becoming truly customer centric by understanding human behaviour
  • Defining your story and innovating for a purpose
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MaRS Discovery District

101 College Street

CR-3 & Heritage Atrium

Toronto, ON M5G 1L7

Canada

View Map

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