Building and Connecting with a Global Community

Beginning in 2014, Make-A-Wish refined its brand positioning, changing organizational culture. Now our brand strategy is to demonstrate wish impact by moving us towards an organization concerned with outcomes (changing lives) rather than just interventions (wishes). In this session, we’ll show how we used data and research to begin the shift in our brand positioning, redirect stories to reflect wish impact, and build our global community across social media channels. Then we will illustrate our social engagement strategy success through the 2016 Disney® Share Your Ears campaign, deemed by AdWeek as one of the Most Engaging Brand Content Campaigns. At the end of this session, you’ll be able to:

• Understand the relationship between your brand positioning and organizational culture
• Determine what your customer data reveals about how customers view your brand
• Do what it takes to shift your brand position for good
• Employ new tips to build a global community with social media