Big Little Legends: How Everyday Leaders Build Irresistible Brands

When:

  • Apr 30, 2026 08:30 AM – 04:00 PM

Where:

  • ELEVATE - Business & Events Center
  • 4100 Westown Pkwy
  • West Des Moines, IA 50266
Fee Type of Fee
$400 / Person - MBI Members
$525 / Person - Non-Members

Presenter: Gair Maxwell - Gair Maxwell & Associates - Cochrane, AB Canada 

Have you ever wondered why certain brands become larger-than-life icons, attracting hordes of customers, effortlessly attracting top-tier talent, dominating their category while building a solid, sustainable future? The art and science of Brand Strategy is evolving faster than ever before. Traditional marketing methods can leave you trampled underfoot. That's why a fresh approach – leveraging timeless, universal principles from the past – can positively impact buyer behavior in your favor.

What invisible, intangible forces at the Louvre inspire 10 million people a year to take selfies in front of only one painting? Could that same gravitational ‘pull’ explain why 4,000+ people line up daily at a Las Vegas second-hand store or attract swarms of customers to a Seattle fish market? Is there a centuries-old secret - regardless of industry or category - to create a brand reputation that sets it apart as a top-of-mind juggernaut in your competitive space?

In today's hyper-competitive, overcrowded, noisy markets, it's more important than ever to substantially differentiate yourself from the competition. BIG LITTLE LEGENDS challenges conventional marketing wisdom. Dare to venture on a different path. As a leader, only you know how much your Brand Identity stands apart from all other players in your category. Are you perceived as a highly distinctive ROCK or just another grain of sand? 

LEARNING OBJECTIVES: 

  • Discover WHY there is a new sense of urgency for organizations to challenge traditional notions of how long-term brand-building works; and why a distinct Brand Identity is crucial to build a favorable Reputation.
  • Discover HOW the ancient art of storytelling is vital to establish Brand Differentiation; defining mission and purpose while aligning your team and creating emotional connections with your customer.
  • Explain WHAT digital platforms are mission-critical to connect with audiences in a more engaging and organic way, while opening the door for customers and employees to spread your unique message. For free.
  • Explore WHY daily, consistent ‘tortoise-like’ steps are crucial to establishing long-term Brand Equity and assuring sustainable growth.
  • Define FOUR leadership qualities reflected by all historical and modern-day legends.

Master Builder Designation: Leadership - 7 Credits