The Assembly 2025
A One North Event
May 14-16, 2025
sea-foam
Signs and Wonders: How Brands Create Value by Making Meaning
Kevin Leahy reminds us that brands make meaning – and meaning creates value. But in a world of changing norms and technology, brands must work harder than ever to make themselves seen, heard, and remembered. He explores how brands can communicate in ways that create value, attune themselves to significant cultural shifts, and contribute to a more meaningful future.
Key Ideas
Meaning Creates Value
Strong brands aren’t just recognizable — they’re resilient. They create value through emotional connection, cultural relevance, and customer loyalty.
Authenticity is Layered
Brand authenticity depends on credibility, integrity, symbolism, and continuity. These attributes help audiences recognize and trust the voice behind the message.
Brand as a Culture Shaper
Brands don’t just reflect the world around them — they help shape it. When aligned with culture, they guide behavior and perception in meaningful ways.