{"id":46646,"date":"2026-02-11T16:43:10","date_gmt":"2026-02-11T16:43:10","guid":{"rendered":"https:\/\/americanorchestras.org\/?post_type=event&#038;p=46646"},"modified":"2026-02-11T21:16:47","modified_gmt":"2026-02-11T21:16:47","slug":"evolving-your-brand-to-build-emotional-connection-trust-and-audiences","status":"publish","type":"event","link":"https:\/\/americanorchestras.org\/event\/evolving-your-brand-to-build-emotional-connection-trust-and-audiences\/","title":{"rendered":"Evolving Your Brand to Build Emotional Connection, Trust, and Audiences"},"content":{"rendered":"\n<p>For decades, orchestras have been marketing and promoting individual concerts, each on its own merits. This \u201cbottom up\u201d marketing works fine if you\u2019re presenting Beethoven 5, Yo-Yo Ma, or John Williams\u2014offerings with their own brand recognition. But if you want to program mission-important new works, feature emerging artists, or attract a broader range of attendees, you need a different approach.&nbsp;<\/p>\n\n\n\n<p>This 60-minute webinar will share how to develop a complementary, \u201ctop-down\u201d verbal and visual brand strategy that will enable you to promote your whole organization, showcase your unique concert experience, and sell offerings that won\u2019t sell themselves. Discover how top-down branding can add value to all your programming and build the trust and emotional connections needed to increase both earned and contributed revenue.<\/p>\n\n\n\n<p>Participants will learn how to evolve a differentiated brand promise, a set of guiding brand attributes, constituent-focused messaging, and a system of visual expression to inform and unify communications across media. The session will connect theory to examples from orchestras of all sizes.<\/p>\n\n\n\n<p><strong>Speakers:<\/strong> <strong>Ronni Reich<\/strong>, Senior Strategist, Sametz Blackstone Associates and <strong>Roger Sametz<\/strong>, President \/ CEO, Sametz Blackstone Associates<\/p>\n\n\n\n<div class=\"wp-block-pb-accordion-item c-accordion__item js-accordion-item no-js\" data-initially-open=\"false\" data-click-to-close=\"true\" data-auto-close=\"true\" data-scroll=\"false\" data-scroll-offset=\"0\"><h2 id=\"at-466460\" class=\"c-accordion__title js-accordion-controller\" role=\"button\">Who Should Attend?<\/h2><div id=\"ac-466460\" class=\"c-accordion__content\">\n<p>Marketing directors and staff, public relations staff, executive directors, general managers, and anyone interested in developing and implementing a brand-driven strategy to propel their organization.<\/p>\n\n\n\n<p>Even if you can&#8217;t attend the webinar live, <strong><em><a href=\"https:\/\/americanorchestras.my.site.com\/s\/lt-event?id=a2cVt00004UKjpRIAT\" target=\"_blank\" rel=\"noreferrer noopener\">register<\/a><\/em><\/strong> to receive a recording.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-pb-accordion-item c-accordion__item js-accordion-item no-js\" data-initially-open=\"false\" data-click-to-close=\"true\" data-auto-close=\"true\" data-scroll=\"false\" data-scroll-offset=\"0\"><h2 id=\"at-466461\" class=\"c-accordion__title js-accordion-controller\" role=\"button\">Cost<\/h2><div id=\"ac-466461\" class=\"c-accordion__content\">\n<ul class=\"wp-block-list\">\n<li>$20 for members<\/li>\n\n\n\n<li>$35 for non-members<\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-coral-background-color has-background wp-element-button\" href=\"https:\/\/americanorchestras.my.site.com\/s\/lt-event?id=a2cVt00004UKjpRIAT\" target=\"_blank\" rel=\"noreferrer noopener\">Register<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Questions?<\/h4>\n\n\n\n<p>Please contact Member Services at&nbsp;<a href=\"mailto:member@americanorchestras.org\"><strong>member@americanorchestras.org<\/strong><\/a>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><em><br><br>The content of this webinar was developed by Sametz Blackstone Associates and the League.<\/em><\/p>\n\n\n\n<p><em><strong>This webinar is made possible by a generous grant from <a href=\"https:\/\/wallacefoundation.org\/\">The Wallace Foundation<\/a><\/strong>.<\/em><\/p>\n\n\n\n<p><em>Additional support is provided by a generous grant from the <a href=\"https:\/\/howardgilmanfoundation.org\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Howard Gilman Foundation<\/strong><\/a>, and by public funds from the <a href=\"https:\/\/www.nyc.gov\/site\/dcla\/index.page\"><strong>New York City Department of Cultural Affairs<\/strong><\/a> in partnership with the City Council, and the\u202f<a href=\"https:\/\/arts.ny.gov\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>New York State Council on the Arts<\/strong><\/a>\u202fwith the support of the Office of the Governor and the New York State Legislature.<\/em><\/p>\n\n\n\n<div class=\"wp-block-group has-gray-dark-color has-blue-light-background-color has-text-color has-background is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image aligncenter size-large\"><a href=\"https:\/\/howardgilmanfoundation.org\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"238\" src=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2021\/02\/HowardGilman-1024x238.png\" alt=\"\" class=\"wp-image-19224\" srcset=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2021\/02\/HowardGilman-1024x238.png 1024w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2021\/02\/HowardGilman-300x70.png 300w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2021\/02\/HowardGilman-768x178.png 768w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2021\/02\/HowardGilman.png 1107w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"203\" height=\"37\" src=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2025\/12\/dclaLogo_color_2.png\" alt=\"\" class=\"wp-image-46347\" style=\"aspect-ratio:5.487833140208575;width:346px;height:auto\"\/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"241\" src=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/01\/NYSCA-Logo-Black-1024x241.png\" alt=\"\" class=\"wp-image-38833\" srcset=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/01\/NYSCA-Logo-Black-1024x241.png 1024w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/01\/NYSCA-Logo-Black-300x71.png 300w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/01\/NYSCA-Logo-Black-768x181.png 768w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/01\/NYSCA-Logo-Black-1536x361.png 1536w, https:\/\/americanorchestras.org\/wp-content\/uploads\/2024\/01\/NYSCA-Logo-Black.png 1704w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><em>Photo credit: Gary Gold for Albany Symphony<\/em><\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>This 60-minute webinar will share how to develop a complementary, \u201ctop-down\u201d verbal and visual brand strategy that will enable you to promote your whole organization, showcase your unique concert experience, and sell offerings that won\u2019t sell themselves.<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"featured_media":46669,"parent":0,"template":"","categories":[134],"class_list":["post-46646","event","type-event","status-publish","has-post-thumbnail","hentry","category-event","event_type-webinar","topic-marketing-communications"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Evolving Your Brand to Build Emotional Connection, Trust, and Audiences - americanorchestras.org<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/americanorchestras.org\/event\/evolving-your-brand-to-build-emotional-connection-trust-and-audiences\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Evolving Your Brand to Build Emotional Connection, Trust, and Audiences - americanorchestras.org\" \/>\n<meta property=\"og:description\" content=\"This 60-minute webinar will share how to develop a complementary, \u201ctop-down\u201d verbal and visual brand strategy that will enable you to promote your whole organization, showcase your unique concert experience, and sell offerings that won\u2019t sell themselves.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/americanorchestras.org\/event\/evolving-your-brand-to-build-emotional-connection-trust-and-audiences\/\" \/>\n<meta property=\"og:site_name\" content=\"americanorchestras.org\" \/>\n<meta property=\"article:publisher\" content=\"http:\/\/www.facebook.com\/orchleague\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-11T21:16:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2026\/02\/Large-audience_color-halftone-1-1024x683.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"683\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@orchleague\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/americanorchestras.org\/event\/evolving-your-brand-to-build-emotional-connection-trust-and-audiences\/\",\"url\":\"https:\/\/americanorchestras.org\/event\/evolving-your-brand-to-build-emotional-connection-trust-and-audiences\/\",\"name\":\"Evolving Your Brand to Build Emotional Connection, Trust, and Audiences - americanorchestras.org\",\"isPartOf\":{\"@id\":\"https:\/\/americanorchestras.org\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/americanorchestras.org\/event\/evolving-your-brand-to-build-emotional-connection-trust-and-audiences\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/americanorchestras.org\/event\/evolving-your-brand-to-build-emotional-connection-trust-and-audiences\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2026\/02\/Large-audience_color-halftone-1-scaled.jpg\",\"datePublished\":\"2026-02-11T16:43:10+00:00\",\"dateModified\":\"2026-02-11T21:16:47+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/americanorchestras.org\/event\/evolving-your-brand-to-build-emotional-connection-trust-and-audiences\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/americanorchestras.org\/event\/evolving-your-brand-to-build-emotional-connection-trust-and-audiences\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/americanorchestras.org\/event\/evolving-your-brand-to-build-emotional-connection-trust-and-audiences\/#primaryimage\",\"url\":\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2026\/02\/Large-audience_color-halftone-1-scaled.jpg\",\"contentUrl\":\"https:\/\/americanorchestras.org\/wp-content\/uploads\/2026\/02\/Large-audience_color-halftone-1-scaled.jpg\",\"width\":2560,\"height\":1707},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/americanorchestras.org\/event\/evolving-your-brand-to-build-emotional-connection-trust-and-audiences\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/americanorchestras.org\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Evolving Your Brand to Build Emotional Connection, Trust, and Audiences\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/americanorchestras.org\/#website\",\"url\":\"https:\/\/americanorchestras.org\/\",\"name\":\"americanorchestras.org\",\"description\":\"Advancing the Orchestral Experience for All.\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/americanorchestras.org\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Evolving Your Brand to Build Emotional Connection, Trust, and Audiences - americanorchestras.org","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/americanorchestras.org\/event\/evolving-your-brand-to-build-emotional-connection-trust-and-audiences\/","og_locale":"en_US","og_type":"article","og_title":"Evolving Your Brand to Build Emotional Connection, Trust, and Audiences - americanorchestras.org","og_description":"This 60-minute webinar will share how to develop a complementary, \u201ctop-down\u201d verbal and visual brand strategy that will enable you to promote your whole organization, showcase your unique concert experience, and sell offerings that won\u2019t sell themselves.","og_url":"https:\/\/americanorchestras.org\/event\/evolving-your-brand-to-build-emotional-connection-trust-and-audiences\/","og_site_name":"americanorchestras.org","article_publisher":"http:\/\/www.facebook.com\/orchleague","article_modified_time":"2026-02-11T21:16:47+00:00","og_image":[{"width":1024,"height":683,"url":"https:\/\/americanorchestras.org\/wp-content\/uploads\/2026\/02\/Large-audience_color-halftone-1-1024x683.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_site":"@orchleague","twitter_misc":{"Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/americanorchestras.org\/event\/evolving-your-brand-to-build-emotional-connection-trust-and-audiences\/","url":"https:\/\/americanorchestras.org\/event\/evolving-your-brand-to-build-emotional-connection-trust-and-audiences\/","name":"Evolving Your Brand to Build Emotional Connection, Trust, and Audiences - americanorchestras.org","isPartOf":{"@id":"https:\/\/americanorchestras.org\/#website"},"primaryImageOfPage":{"@id":"https:\/\/americanorchestras.org\/event\/evolving-your-brand-to-build-emotional-connection-trust-and-audiences\/#primaryimage"},"image":{"@id":"https:\/\/americanorchestras.org\/event\/evolving-your-brand-to-build-emotional-connection-trust-and-audiences\/#primaryimage"},"thumbnailUrl":"https:\/\/americanorchestras.org\/wp-content\/uploads\/2026\/02\/Large-audience_color-halftone-1-scaled.jpg","datePublished":"2026-02-11T16:43:10+00:00","dateModified":"2026-02-11T21:16:47+00:00","breadcrumb":{"@id":"https:\/\/americanorchestras.org\/event\/evolving-your-brand-to-build-emotional-connection-trust-and-audiences\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/americanorchestras.org\/event\/evolving-your-brand-to-build-emotional-connection-trust-and-audiences\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/americanorchestras.org\/event\/evolving-your-brand-to-build-emotional-connection-trust-and-audiences\/#primaryimage","url":"https:\/\/americanorchestras.org\/wp-content\/uploads\/2026\/02\/Large-audience_color-halftone-1-scaled.jpg","contentUrl":"https:\/\/americanorchestras.org\/wp-content\/uploads\/2026\/02\/Large-audience_color-halftone-1-scaled.jpg","width":2560,"height":1707},{"@type":"BreadcrumbList","@id":"https:\/\/americanorchestras.org\/event\/evolving-your-brand-to-build-emotional-connection-trust-and-audiences\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/americanorchestras.org\/"},{"@type":"ListItem","position":2,"name":"Evolving Your Brand to Build Emotional Connection, Trust, and Audiences"}]},{"@type":"WebSite","@id":"https:\/\/americanorchestras.org\/#website","url":"https:\/\/americanorchestras.org\/","name":"americanorchestras.org","description":"Advancing the Orchestral Experience for All.","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/americanorchestras.org\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"}]}},"_links":{"self":[{"href":"https:\/\/americanorchestras.org\/wp-json\/wp\/v2\/event\/46646","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/americanorchestras.org\/wp-json\/wp\/v2\/event"}],"about":[{"href":"https:\/\/americanorchestras.org\/wp-json\/wp\/v2\/types\/event"}],"version-history":[{"count":3,"href":"https:\/\/americanorchestras.org\/wp-json\/wp\/v2\/event\/46646\/revisions"}],"predecessor-version":[{"id":46677,"href":"https:\/\/americanorchestras.org\/wp-json\/wp\/v2\/event\/46646\/revisions\/46677"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/americanorchestras.org\/wp-json\/wp\/v2\/media\/46669"}],"wp:attachment":[{"href":"https:\/\/americanorchestras.org\/wp-json\/wp\/v2\/media?parent=46646"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/americanorchestras.org\/wp-json\/wp\/v2\/categories?post=46646"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}