Guests Katrina McKee and Emily Lau join us for an inside look at the next phase of CFA Institute's global brand campaign, "Set the Standard." Building on the momentum of the first wave, this conversation explores how the campaign reflects the organization's heritage, mission, and modern relevance in a changing professional landscape.

Katrina and Emily share the story behind the brand—from its origins and evolution to how "Set the Standard" captures the spirit of today's CFA community. They discuss how societies can engage with the campaign through assets, partnerships, and local activations.