Tessa Misiaszek

Tessa Misiaszek, co-author of Branding That Means Business and head of research at the Korn Ferry Institute, discusses the integration of organizational culture with brand authenticity. She emphasizes how aligning internal values with external promises builds consumer trust. Tessa explores the role of empathy in understanding customer needs and effective marketing strategies. The conversation also covers the necessity of transparency in branding, using examples like Patagonia to illustrate how organizations can deeply connect with their audiences.