Join Lawrence and explore how content and brand marketing can work together to shape a company’s narrative and drive business direction. This interactive workshop will dive into strategies for discovering brand direction, evolving brand guidelines, and ensuring messaging stays relevant while pushing the organization forward. Key session takeaways: - Learn how to define and evolve brand direction beyond existing guidelines. - Discover strategies for aligning content marketing with broader brand initiatives. - Explore how messaging can reflect cultural and industry trends to stay relevant. - Understand how content teams can proactively shape a brand’s future, not just follow set guidelines. - Gain practical techniques for cross-functional collaboration to drive a unified yet adaptable brand presence.