Staging environment
Free Lesson

How To Make Brand The Centre Of Your Organisation

Hosted by Selicia Richards-Turney

Thu, Oct 1, 2026

11:00 AM UTC (45 minutes)

Virtual (Zoom)

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Brand Strategy Fundamentals for Marketing Professionals
Selicia Richards-Turney
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What you'll learn

Brand vs Marketing

The real difference between the two and why conflating them costs more than you think.

Where brand actually belongs in your org

Traditionally brand is buried three levels under marketing. I'll show you why that's unproductive with two case studies.

The pitfalls that quietly break brands

Recent, real life well known brand examples of what happens when marketing moves without brand behind it.

Getting the rest of the org on board

I'll show you how to build the case that demonstrates brand's value in terms every function already cares about.

Introduction to the Street Wise Logic strategy framework

A 3-stage model for uncovering insight, shaping strategy & expressing it consistently across product, brand & marketing

Why this topic matters

Brand isn't a department, it's the organising logic of your business. When it's buried under marketing, or missing altogether, everything costs more and compounds less. In this session I'll show you where brand actually belongs, the pitfalls of marketing moving without it, including the AI-positioning mistake many brands are making right now. And how to build the case that brings the rest of the org with you."

You'll learn from

Selicia Richards-Turney

Strategy Director at Chill Create | Co-Founder at Power Circles

Selicia is a brand strategist and partner at Chill Create, with over 20 years in marketing and 8 years of focused brand strategy experience at some of the most recognised and innovative organisations in the world.

Her career began in broadcast media at the BBC, Disney and Warner Bros Discovery before moving into digital media at VICE, where she led data and insights across global markets. In 2019 she joined Uber, a masterclass in what happens when a product-first organisation has to buy back brand love — before moving to European travel scale-up GetYourGuide, where she refined her strategic approach for global and cross-cultural audiences.

Her work sits at the intersection of cultural intelligence, brand strategy and business growth.

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