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ERIC WERNER

THE GOOD, THE BRAND, AND THE UGLY

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YOUR BRIGHT IDEA

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SELLING INTERNALLY

• Promise obvious results

• Tie project to business imperatives

• Urgent reason we need change

• Foster momentum & shared vision

• Stakeholders compete

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CONSISTENT VOICE

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PROTECT YOUR IDEA

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BRAND HORROR STORIES

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CONFLICTING DIRECTIVES

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ENTERPRISE SLUG

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MEET POLLY FROM PR

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“I JUST GO WITH MY GUT”

DATA DATA

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MISINTERPRETED TEST RESULTS

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HANGIN BY A THREAD

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OPPORTUNITIES FOR BIG BRANDS

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THE ART OF THE DEAL

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SMALL WINS

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HOME RUNS

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THANK YOU!