Next week, January 16, join the AMA Madison community of marketers for a morning of learning at our virtual New Year’s Marketing Workshop! This workshop features sessions by Laura Hulleman, Karen Baker, and Peter Prodromou:

  • 9:00 – AMA Welcome; Carrie Brown
  • 9:05 – 9:25 – Identity Aligned Branding by Laura Hulleman
  • 9:25 – 10:25 – Breakout Sessions
    • Option 1: Integrating Design Justice into Content & Marketing Narratives by Karen Baker
    • Option 2: The Power & Potential of Performance AI for Marketing & Customer Connect by Peter Prodromou
  • 10:25 – Closing

You can view the full session descriptions and register for the event here. In the meantime, hear from two of our presenters, Laura Hulleman and Karen Baker on what to expect from the event:

What to expect: Q&A with Karen and Laura

Karen Baker, “Integrating Design Justice into Content & Marketing Narratives”:

  1. AMA: Tell us a little about yourself and what your organization does.

Karen: As President of Boathouse Group Inc. DC Regional Office, Karen is an award-winning innovator who has spent over two decades in marketing and communications, social impact, and design. Karen has worked with decision-makers consulting with an array of companies, such as the American Diabetes Association, Pernod Ricard, Black Entertainment Television, National Park Service Capital Region, Minority Business Development Agency, and the  DC Commission on the Arts and Humanities, to name a few. Karen has been featured in Philanthropic News Digest, Harvard Business Review, AdAge, Campaign US, Axios,, and American Urban Radio Network on AI ethics, social impact, equity, and inclusion in tech innovation (Web 3 and the Metaverse) and the future of work.

As a graduate of Howard University, The George Washington University, and Savannah College of Art and Design, in a recent move, Karen chose to work towards a Doctorate in Design from North Carolina State University.

At Boathouse, we translate your strategy into marketing action. We bridge the communication gap between CEOs and MARCOM. We think across all the issues and audiences you have to manage. We integrate advertising, digital, social, communications, and social impact marketing as a single force…not separate silos.  We use a new model of brand building (narrative) to ensure we can deliver across all audiences and issues.

  1. AMA: What advice would you give a company that’s just starting with integrating design justice into its content and marketing?

Karen: Integrating design justice into content and marketing requires understanding and belief in the 10 principles and how they apply to the communities they serve. One must understand the power of design and its impact. So in any content you deliver, the people must be at the center of the process and the decisions.

  1. AMA: What do you envision for the future of inclusive content and marketing, and how can companies prepare to be part of this change?

Karen: Ethics must be part of the future we envision. Inclusivity is not exclusive to how content is accessed. We must be descriptive and not prescriptive about how we see content delivered. Lastly, impactful. Market and build content that is what your audience wants, not what you think they want.

  1. AMA: What is the big takeaway people can expect if they attend the event?

Karen: The big takeaway is that more marketers understand design justice is a practice, not a theory. It requires designers to be at the table when the marketing is in strategy not for aesthetics and execution only.

Laura Hulleman, “Identity Aligned Branding”:

  1. AMA: Tell us a little about yourself and what your organization does.
Laura: We have created an Identity Aligned Branding™ system for small business owners harnessing the power of the Endotype Formula™ personality profile system. With our branding system we help small business owners get their branding on track, not only consistent but also based on who they are, creating hire revenues for them. 
We also train graphic designers, social media strategists, and marketing professionals to use the Endotype Branding™ system. Using Identity Aligned Branding grows their expertise, increases their closing ratios and helps them make more money. 
  1. AMA: How does the Endotype Formula help marketers understand not just who their clients are, but how they think and why they make certain purchasing decisions?

Laura: When you know what runs your client, who they are, how they approach decision making, you can create a process for selling effectively to them.  You will also start to realize that you naturally sell or prefer to work with a specific type of client. Armed with this knowledge you can create targeted marketing, sales and processes that attract more of ‘this’ type of client.

  1. AMA: What are some benefits marketers can get from adopting the Endotype Formula?

Laura: First is understanding the differences in people.  Perhaps you are an action oriented marketer working with customers or designers who are feeling oriented. By using the Endotype Formula you will be able to adapt to who they are, and orchestrate projects so that both of you are satisfied with the outcome. Second, knowing what runs people helps increase sales. Endotype Branding is more than a brand prediction method; it is a sales system to increase revenue for your company and positive experiences for your clients.

  1. AMA: What is the big takeaway people can expect if they attend the session?

Laura: Why Identity Aligned Branding for small businesses is the new standard in branding. When compared with the traditional branding models and even individual or personalized branding, Identity Aligned Branding is superior.

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