<description>&lt;p&gt;When customers barely notice your brand, how do you earn trust and drive action without a big budget?&lt;/p&gt;&lt;p&gt;David Pendery shares how a comms-first mindset helped a utility make the “invisible” feel tangible, why he measured success through program participation instead of revenue, and how masterbranding simplified a complex B2B portfolio at CSG. You’ll hear practical ways to co-create positioning with analysts, build credibility in new markets, and scale a team from 8 to 60 without losing curiosity or humility.&lt;/p&gt;&lt;p&gt;What you’ll learn&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Story-first tactics to grow affinity when you can’t outspend competitors&lt;/li&gt;&lt;li&gt;How to pick metrics when revenue isn’t the right KPI&lt;/li&gt;&lt;li&gt;A simple framework for masterbrand naming that reduces buyer confusion&lt;/li&gt;&lt;li&gt;Low-cost research loops using analyst feedback to de-risk positioning&lt;/li&gt;&lt;li&gt;Practical steps for the first 60–90 days leading a new function&lt;/li&gt;&lt;li&gt;Leadership habits that sustain momentum: trust, transparency, humility&lt;/li&gt;&lt;/ul&gt;&lt;br/&gt;</description>

Brand Enabled: The Human Stories Behind Branding

Gabriel Cohen and Holly Osborne

Brand building from the ground up: Utilities, B2B, and the power of starting fresh

OCT 21, 202551 MIN
Brand Enabled: The Human Stories Behind Branding

Brand building from the ground up: Utilities, B2B, and the power of starting fresh

OCT 21, 202551 MIN

Description

When customers barely notice your brand, how do you earn trust and drive action without a big budget?David Pendery shares how a comms-first mindset helped a utility make the “invisible” feel tangible, why he measured success through program participation instead of revenue, and how masterbranding simplified a complex B2B portfolio at CSG. You’ll hear practical ways to co-create positioning with analysts, build credibility in new markets, and scale a team from 8 to 60 without losing curiosity or humility.What you’ll learnStory-first tactics to grow affinity when you can’t outspend competitorsHow to pick metrics when revenue isn’t the right KPIA simple framework for masterbrand naming that reduces buyer confusionLow-cost research loops using analyst feedback to de-risk positioningPractical steps for the first 60–90 days leading a new functionLeadership habits that sustain momentum: trust, transparency, humility