Building Influential Brands That Connect with Tessa Misiaszek

Tessa Misiaszek


Tessa Misiaszek is a speaker, writer, and professor who, throughout her professional and academic experience, has examined the intersection between marketing strategy and workplace culture. 

Misiaszek completed her PhD at Simmons University in Boston and taught in the Simmons School of Management and Hult International Business School for several years. She also holds a master’s degree in public health and a BSc in resource economics from the University of Massachusetts Amherst. She spent nearly two decades developing human capital strategies to improve health care, with an emphasis on provider–patient communication. 

Today, Misiaszek is the head of research for the Korn Ferry Institute, an Instructor with Harvard Division of Continuing Education, and cofounder of the Happy at Work podcast. She is also the co-author of the newly released book, ‘Branding that Means Business’.

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Summary

02:43 What drew Tessa to the world of brand marketing

06:32 Is weaving in marketing to all parts of the business more prevalent for US organizations?

12:28 The Why Test

19:22 The relationship between branding and voting

24:29 Regardless of the age profile of US politicians, how do Gen Z voters still resonate with brand messaging?

33:05 How an organization can work with influencers

36:49 The difference between celebrities and influencers

41:26 Brands taking a stance with issues

50:19 How to rebrand

53:51 Where are we with eCommerce?

56:34 The biggest challenges and opportunities for brick and mortar moving to eCommerce

01:01:07 Learning from disruptive brands like Uber

01:03:45 What makes a long-standing brand

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