This week a few hundred marketers will be making a pilgrimage of sorts to attend The Gathering in Banff, AB. The Gathering is a conference that recognizes and celebrates the bravest brands in the land. Every year, since 2014, a handful of brands get honored as being a “cult” brand.
I was fortunate enough to attend and speak at The Gathering last year and I’m jealous of those attending this year. I’m jealous because I took away so much from last year hearing from cult brands such as Lululemon, AirBnB and Movember Foundation. (Jealousy also oozes from me because Banff is beyond picturesque.)
The premise of the presentation I delivered at The Gathering in 2016 centered on how and why the boldest brands fight injustices. These rare air brands fight monsters in the marketplace. This fight is how they have been able to achieve greatness. And it’s how they have been able to gain an emotional connection with their customers and their employees.
Consider this video snippet of my FIGHT GAME talk from last year’s gathering as a #TBT (throwback Tuesday) nod to all the purpose-driven and passion-filled presentations sure to be delivered at The Gathering 2017.