Very smart approach. They've identified a small handful of brand attributes they're looking to own in the marketplace and are hoping those will differentiate them from the pack, with powerful imagery and stories to back it up. They need to hope it will resonate with key audiences by being believable and distinct. But it's good that the conference is doing this if they want to reposition themselves with the new identity minus Nebby and Colorado.
It's brilliant and the big boys are using their NU CU departure money to foot most of the bill.
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