This session isn’t just for marketers. It is for all who believe a brand manifests itself in every expression—whether you offer a class to a niche audience, create a new garden space, help a guest buy a ticket, or create a new website. Every expression matters. Every twist and turn that it takes for someone to connect with your brand matters. It’s not about a marketing department authoring a brand plan or issuing a new logo, it’s about an entire organization owning and believing in their brand.

Presenters: J. GoodSmith, The Morton Arboretum, Lisle, Illinois; M. Conley, Longwood Gardens, Kennett Square, Pennsylvania; C. Simkovich, American Public Gardens Association, Kennett Square, PA