An attractive outward-facing brand is no longer enough to compete. These days, companies must design the employee experience to authentically embody their external image. Thanks to greater access to information and social media, it’s easier than ever for customers, clients, and competitors to gauge and react to a brand’s authenticity – or inauthenticity. On top of that, generational values are shifting as well — younger employees are seeking jobs that are personally meaningful. To retain talent – and customers – it’s imperative that your brand be authentic both inside and out.
Caleb Dean of Owl, Fox & Dean will lead a workshop to introduce a Whole-Brand Model for organization design. This model was developed to create the conditions for brand authenticity and meaningful experiences among all stakeholders. Participants will engage in a framework for integrating the internal employee experiences with external-facing brands. Hosted by Elkus Manfredi Architects, Caleb Dean’s Workshop is a part of Design Museum’s Center for Workplace Innovation, in partnership with Jamestown Properties.
Caleb Dean is Founder and Managing Director of Owl, Fox & Dean, an organizational design firm based in Boston, MA. He also works as Chief of Staff at his wife’s family’s 42 year-old natural products business, Cambridge Naturals and is the Advisory Council Co-Chair of the Design Museum Boston. His work blends the disciplines of systems thinking, design, business strategy, organizational development, sustainability, and storytelling. He has a degree in Environmental Design from the University of Massachusetts Amherst and an MBA in Sustainable Systems from Pinchot University.