Mission-driven organizations have as great a need – or often a greater need – for a clear and compelling position in the marketplace, and yet many of them lack one. Learn how one particular mission-driven organization has benefited from establishing a clear, ownable positioning strategy. Ken Pasternak from Marshall Strategy will outline key strategic principles for the mission driven organization, and Jason Simon from University of California will show how those principles were applied to create a new reason to believe in UC.
Ken Pasternak, Managing Director, Marshall Strategy
Ken is a manager, strategist, and director of brand and naming programs. With a diverse background in writing, education, music, film, television and the web, Ken employs his skills as a manager and strategist for Marshall’s global clients. Ken comes from the San Francisco office of Frankfurt Balkind, where he was Account Director, as well as a strategic lead on major positioning, identity, and naming assignments. At Marshall Strategy, Ken leads identity and brand analysis and develops actionable strategies which come to life through design. Ken has developed meaningful strategic concepts and brand architectures for technology companies including Google, Yahoo!, and Symantec; multinational corporations including Steelcase and Sony; and university systems including the University of California, UCSF, and Berkeley Law.
With a degree in American Literature from Harvard University and a background in writing for video and film, Ken produced industrial films for companies such as Coca Cola, Unilever, and Ford Motor Company and was a founding partner of a production company in Budapest, Hungary. His focus broadened to include the Internet, and he became a sought-after authority in the region, as a communication consultant for multinational companies and as a journalist for international publications.
Ken speaks English, Spanish, French, and Hungarian. He is an accomplished musician, having recorded with several instrumental and vocal groups, including the Grammy Award winning San Francisco Symphony Chorus. He has served on the Boards of regional arts organizations including the Stern Grove Festival Association, and the Marin Shakespeare Company.
Jason Simon, Executive Director of Marketing Communications
University of California System
A passionate advocate for higher education and the importance of taking distinctive approaches so others feel the same, Jason Simon is the Executive Director of Marketing Communications at the University of California System. He joined UC in 2009 and leads a team charged with branding, advocacy, recruitment, web and outreach strategies. Prior to that, Jason served a similar role at North Carolina State University. He’s launched branding programs, advertising campaigns, web overhauls, fundraising efforts and staffing re-organizations. That work has been honored with numerous CASE, ADDY, and UCDA awards and Jason has been a frequent speaker on marketing communications and social media strategies for CASE, the American Marketing Association, Academic Impressions and others. He also serves on the planning committee for the AMA Symposium for the Marketing of Higher Education. Jason began his career as a sports writer and editor then was the Associate Director of Media Relations for the NC State athletics department, traveling to far too many basketball arenas while acquiring a lot of logo’d apparel and sneakers.
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