The goal of this workshop is to illustrate why culture is the vital component every organization needs to make their brand strategy real in the workplace and the marketplace. Together, we will work through brand positioning in order to understand the core reasons why companies are in business beyond making money. Then, we’ll look at how behaviors and choices create workplace cultures — ones that work both with and against a brand position. In this section, we’ll identify patterns; create guiderails; and talk about the executive responsibility and employee role in scaling culture. Lastly, we’ll talk about tactics to activate culture by using positioning as a decision-making filter. We’ll end the session by having attendees create a positioning statement of their own so they can begin to see for themselves how their choices and those of their employees affect their workplace culture, and ultimately their brand.