In this episode of PodCatalyst, IABC Executive Director Peter Finn sits down with Mark Schumann, ABC, IABC Fellow. Schumann, a past IABC IEB Chair, is a contributing author for IABC’s recently launched book, “The IABC Guide for Practical Business Communication: A Global Standard Primer.” Schumann’s chapter explores how communication skills can articulate brand value to establish and sustain consumer confidence.
Listen to this episode to hear more about:
- What it takes to create brand confidence
- Making brands stand out via courageous leadership
- Managing the socialization of a brand
- How this new book is a picture of the value of the communication profession
Plus, Schumann shares how New York City — home to the IABC 2022 World Conference — has gotten its branding right while emerging from the pandemic.
"The IABC Guide for Practical Business Communication” is now available for purchase worldwide. Click here to preview the first chapter, and use the following links to purchase your copy:
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Mark Schumann, ABC, IABC Fellow
Mark Schumann is an IABC Fellow and an author of “The IABC Guide for Practical Business Communication: A Global Standard Primer.” His chapter is titled “Branding With Confidence.” Schumann is a certified executive coach who strengthens how leaders inspire people and transform cultures. A past IABC IEB Chair, and former communication consulting business leader for Towers Perrin, Schumann spent his career applying his expertise in communications to brand and C-suite opportunities. His clients have included ExxonMobil, IBM, Southwest Airlines, Delta Air Lines, Cathay Pacific Airlines, American Express, JPMorgan Chase, Pfizer, Roche and Kimberly-Clark. Most recently, he served as vice president of culture for Sabre and director of graduate communication studies at the Zicklin School of Business of Baruch College, part of the City University of New York. He is also the co-author of the best-selling “Brand from the Inside” and “Brand for Talent,” an Accredited Business Communicator and winner of 17 Gold Quill Awards from IABC.