Bringing her 2024 Annual Conference talk back to HHH, Catherine walks through how companies and individuals can use an axiological approach to facilitate, grow, and empower their brands to have more meaning and more impact. Building off work designed by Mattsson and Barnes (2008), she shows how Hartman’s Dimensions of Value directly translate to brand and marketing value and provides tactics businesses can implement immediately to build a more axiologically-aligned brand.

Key Takeaways:
• Learn how axiology maps directly onto branding and marketing
• Discover a method for auditing your own brand for axiological impact
• Receive a set of marketing and branding tactics to implement