Don’t (Blindly) Follow the Data: How to Focus on Your Mission for Long-Term Success

This session uses a case study from Merriam-Webster to illustrate how a clear focus on mission can create a stronger brand and sidestep the pitfalls of chasing every data point and trend.

After this session, you’ll be able to:

  • Identify a specific, relevant, non-generic mission and persona for your brand
  • Decide where your mission overrides the data
  • Combine mission and data in unique ways for memorable impact