The Brand Ambassadors - Redefining Brand Identity

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Success in today’s business environment requires adapting to change. Change can be driven by any number of factors, including technology, market demand, government policies, mergers and acquisitions.

On this week’s show, Merritt Hamilton Allen and Gary Potterfield  discuss how change affects an organization’s brand with Dave Tang, senior vice-president of corporate marketing for Western Digital Corporation, leading the ongoing transformation of the Western Digital brand.  Dave's team is responsible for shaping and adjusting the company's efforts in redefining its brand identity and its role from a leading storage device supplier to an industry thought leader and enabler of data-centric innovation.

As the show progresses, Merritt and Gary discuss how part of rebranding and great marketing is putting top people in front of your audiences to tell the company's story.  Merritt points out while in many cases these people may be your problem solvers and innovators, they may not be as great with public speaking or brand storytelling.  She says the goal is to turn them into your best brand ambassadors -- all it takes is a little training and coaching in executive communication.

For the show, you can listen to the full episode by clicking here.

This Week's Guest:

 Dave Tang

Dave has been senior vice-president of corporate marketing at Western Digital Corporation since April 6, 2017. He leads the ongoing transformation of the Western Digital brand, as it redefines its brand identity and role in the industry from a leading storage device supplier to a thought leader and enabler of data-centric innovation.

Dave also serves as senior vice-president of corporate development & strategy and general manager of the Elastic Platforms Storage Group of HGST, Inc.

His career spans more than 30 years in information technology where he has served in executive management positions in engineering, sales, marketing, business development and corporate development. Dave has served as an executive leader at several data center storage, systems and security companies. His undergraduate studies were in electrical engineering and physics at the University of Delaware, and he is a graduate of Stanford University's Executive Institute Program for high tech business management. Dave can be reached via email, Twitter and Linkedin.

Image: Pixabay, Creative Commons CC0