As companies work to differentiate themselves in increasingly disrupted industries, brand and perception are more important than ever. The bottom-line impact of a strong, valued brand has been well documented. Less documented is the growing concern of boards who see how intertwined brand has become with company strategy, and what these conversations look like particularly in the context of M&A, crisis management or competitive re-positioning.
Our panel of experts will engage in a lively discussion and tackle the tough questions:
How is brand addressed by the board in the context of strategy and strategic planning?
How is the ‘voice of the customer’ – to represent the perception of brand – brought into board discussions?
How are brand-related risk factors figured into the company’s enterprise risk management framework?
What are the differences between industries and how they consider brand?
What lessons can be learned from others, such as tech companies?
How does the board provide oversight when an event, such as M&A or cyber breach brings brand into the spotlight?
What questions should the board be asking of management?
Panel: Dan Binns: CEO, Interbrand
Eric McCarthey: Director, SPAR Group, Saulsbury Industries, Interra International LLC
Eugene Woods: President & CEO, Atrium Health
Moderator Cigdem Oktem: Regional Director, EY Center for Board Matters
Cigdem (pronounced “Cheedem”) has been a trusted advisor to C-suite executives and directors of large companies for the past fifteen years. Her combination of governance, strategy and finance expertise along with her experience of delivering insights in boardroom settings have enabled her to drive productive, actionable discussions for key decision makers. She currently serves the EY’s Southeast Region as a board liaison, bringing emerging issues in governance and strategy to directors to equip them to ask better questions in an increasingly complex environment.
Eugene A. Woods, MBA, MHA, FACHE, is president and chief executive officer of Atrium Health, previously Carolinas HealthCare System. With 44 hospitals, over 900 care locations and an annual net revenue of nearly $10 billion, Atrium Health is responsible for more than 11.5 million patient interactions each year. Woods joined Atrium Health in April 2016. Under his leadership, Atrium Health has been recognized as one of the Best Employers for Diversity by Forbes, number one on the list of Best Places for Women & Diverse Managers to Work by DiversityMBA and one of the 150 Top Places to Work in Healthcare by Becker’s Healthcare. In January 2017, Woods assumed the role of chairman of the board of trustees of the American Hospital Association and currently serves as immediate past chair. Woods has more than 25 years of healthcare leadership experience, having overseen non-profit and for-profit managed hospitals, academic and community-based delivery systems and rural and urban facilities. Most recently, Woods was president and chief operating officer of CHRISTUS Health, a not-for-profit health system. Previously, he served in dual roles at Catholic Health Initiatives – as CEO of the eight-hospital Saint Joseph Health System and as senior vice president responsible for helping implement national initiatives for the faith-based organization, which operates in 18 states. Prior to that, he served as COO of MedStar Washington Hospital Center, a 968-bed teaching hospital located in Washington, D.C. Recently, Woods was renamed as one of the 100 Most Influential People in Healthcare, taking spot No. 19, as well as one of Modern Healthcare’s Top-25 Minority Executives in Healthcare for the fourth consecutive year. His numerous professional distinctions also include being named one of the Most Influential Blacks in Corporate America by Savoy Magazine; one of the Most Powerful Executives in Corporate America by Black Enterprise; one of the Most Admired CEOs of 2018 by the Charlotte Business Journal; Senior Executive of the Year by the National Association of Health Service Executives and Alumni of the Year by the Pennsylvania State University.
Eric McCarthey serves as Fund Partner at The Connected Industry Fund. Mr. McCarthey serves as the Chief Executive Officer and President of The Shelty-Viking Capital Group LLC. As Chief Executive Officer of Shelty-Viking he established several companies in the Data Analytic, HealthCare Technology, Digital Media Distribution and Nutritional Food and Beverage and E-Commerce Technology and Customer Support Operations Segments. Mr. McCarthey serves as a Managing Partner of Crestlight Venture Partners, LLC. He is responsible for Value Creation at the firm. Mr. McCarthey also serves as an advisor of Verdure Technologies, Inc. Mr. McCarthey retired from Coca-Cola Company as Senior Vice President of 7-Eleven Global Business Division, as well as Global Customer /Commercial Council Leader.
Daniel has been at Interbrand for 6 years and is the Chief Executive Officer of the New York office. He leads an integrated team of over 150 strategists, designers, writers, researchers and innovators who help clients leverage their brands to grow their businesses. He has worked on major branding initiatives for a wide range of clients from categories as diverse as automotive and technology, to healthcare and CPG.
He has 30 years of experience in the branding and communications industry and has worked in seven different countries across four continents during his career and traveled to over 50.