In this episode, Wendy Coulter, an expert in brand building, talks with Mike Adams, Director of Communications at the American Board of Pediatrics (ABP), about the secrets of successful branding and the 'Hummingbird Effect.' They discuss their collaborative journey, share personal anecdotes, and delve into the impact of small, thoughtful changes in marketing and branding. Mike shares insights on user testing, communication strategies, and the importance of listening to the audience to build trust and achieve remarkable results. The episode also highlights the significance of the role of innovative conference strategies like the Poster Awards in fostering a strong brand culture.

00:00 Introduction to Brand Building

00:49 Meet the Guests: Mike Adams and Hanna Jernigan

01:19 Fun Facts and Personal Stories

06:22 Mike's Journey with the American Board of Pediatrics

09:20 The Hummingbird Effect in Action

16:07 Innovative Marketing Strategies

29:05 Engaging with Audiences at Trade Shows

40:12 Conclusion and Final Thoughts