Education

Every firm defines its values, but when the culture people experience does not align with what leaders promote, a credibility gap begins to form. This session explores how that disconnect, often amplified during times of change such as mergers, leadership transitions, or technology adoption, can quietly undermine engagement, trust, and brand reputation. Brand strategist Jerry Gennaria and organizational culture expert Dr. Will Percy will examine how values shape behaviors, how behaviors define culture, and how culture ultimately drives both employee and client experience. Through a blend of brand strategy and behavioral science, attendees will learn how to identify signs of misalignment, understand the marketer’s role in interpreting and communicating culture, and apply practical frameworks to strengthen alignment between values, behavior, and brand.