Founder, Katie Couric Media
- Change Management
- Corporate Culture
Audience & Industry
- Sales Professionals
- Senior Management Groups
- The Marketing and Advertising Industry
- The Professional Services Industry
Professor Americus Reed II is the Whitney M. Young, Jr. Professor of Marketing at the Wharton School. He brings 25 years of research, teaching and consulting experience in leveraging deep social psychological analysis on how the topic of “Identity” and the complexity of how a person, organization, brand, or service creates self-expression and how this interfaces with various domains of business (Accelerating Growth, Creating True Loyalty, Work Identity and Organizational Culture and Calling, Persuasion and consumer targeting, and Brand Crisis).
As a part-time entrepreneur and full-time fitness enthusiast, Professor Reed co-founded Persona Partners— (http://personapartnersltd.com/) a consulting firm that focuses on strategies to create “Identity Loyalty” He has consulted with such companies as Americhoice, The Philadelphia Eagles, The Department of Education, Vistakon (a Johnson and Johnson co.), NIKE, the American College of Physicians and others related to the marketing and development of products associated with health and fitness.
An avid musician and athlete, he is a tireless educator with infinite energy. Drawing upon the super powers of both right brain left brain, Americus relentlessly motivates, inspires and engages his audiences with humor, wit and creativity, but importantly infused with science, data and evidence.
He has authored more than 50 articles, book chapters and cases on the topic. He also has been featured on CNN, CNBC, Forbes, Wall Street Journal, Huffington Post, New York Times, NPR, the Hidden Brain Podcast, and Knowledge at Wharton.
Reed hosts a podcast called Marketing Matters, which airs live on Wednesdays on Wharton’s Sirius XM Channel 132 Business Radio. He teaches customer analysis, branding, and consumer psychology to undergraduate, graduate, doctoral, and executive students.
Products, brands, services, and organizations spend years and tons of money building their brands. However, in the world of social media, every consumer has a super computer in their pocket called a cell phone and can become an instant “consumer vigilante” – and can essentially “undo” all of your hard work of building up your brand equity by moral outrage and Twitter storms that can go around the world before you wake up for your morning coffee. In this talk, Americus Reed describes the principles of brand crisis response. He takes the audience through the key steps and plans that need to be in place – including how, when, and where to apologize, what to say, how to validate concerns, how to show action in the right way, and how to control your narrative. In this extremely engaging conversation, Reed describes case studies and key research that point to the importance of being savvy enough to understand that the Chinese symbol for “crisis” is made up of two ideas: danger and opportunity.
Modern Techniques of Persuasion
In this talk, Americus Reed takes the audience through decades of social psychological research to understand the key principles of persuasion. He describes what they are and how to leverage them if you are a product, brand, service, or organization. Persuasion is often instantly thought of as manipulative. It isn’t. Everything we do as human organisms is meant to persuade others to consider and accept our ideas, buy our products, contribute to our movements, etc. In this highly engaging and exciting conversation, Reed describes key ideas about how to persuade, and through both examples and science and data, unpacks the power of persuasion and when it works and when it does not.
Work Identity and Finding your Calling, Organizational Culture Hacks
Most people lament having to do “a job.” Very few are able to tap into finding their true “calling.” In this talk, Americus Reed describes research in the areas of organizational culture and how companies can better help employees connect with their corporate values. Americus describes his own most recent research on effort, self-reflection, appraisal, and fusion—four areas that create the conduit for employees to be all they can be. How can a company build its brand from within first, making sure that those who work within the building have alignment with the mission and the values of the company? Reed takes the audience step by step through the psychological processes of how calling works, and how organizations can foster and build it over time. People will spend more than half their lives working, so figuring how to best create an environment of personal growth is key.
Understanding How to Create True Loyalty
In this talk, Americus Reed discusses the concept of “Identity Loyalty” and describes how it relates to creating a deeply emotional and lifelong connection with a customer. Identity loyalty is when a product, brand, service, or organization becomes internalized as part of who you are. In this talk, Reed describes how to create identity loyalty from scratch. How to monitor and nurture it over time and how to make sure that the brand can through word of mouth and advocacy, create a community of fierce loyalists who will protect the brand, defend it and do its marketing for free. The concept of Identity Loyalty is a powerful tool to utilize the psychology of affiliation, tribalism, and belonging to create a connection that become virtually impossible to sever. Reed describes this process, which is relevant to Fortune 500 companies, startups, services, and business-to-business relationships.
How Brands Accelerate Growth and Create Strong Business
In this talk, Americus Reed discusses how the power of the brand can become a force for accelerating and creating a strong business. Drawing upon decades of research and also examples from his industry experience, he takes the audience through the steps in which a product, brand, service, organization, or even a person can create an “asset” that is the value of its brand. The brand then becomes an insular device that can protect against competitive and market forces. Reed describes the psychological underpinnings of truly powerful and effective branding, and unpacks the ways in which creating a brand becomes the singular most important aspect a company should be focused on in order to ensure its existence. He also describes situations in which the brand must change to address new markets and to ensure that it remains relevant.
Americus Reed brings infectious energy, humor and data driven insights to his speeches, all focused on his uncovering the power of brand identity. He’s part entertainer and 100% academic, and he has a gift for explaining complex marketing concepts to leaders as well as the power of brand in a company’s success. Hire him and stand back! Your audience will be delighted, inspired and will know so much more about their role in business success."
Heather Hoerle, Executive Director and CEO, The Enrollment Management Association
Americus Reed’s unique brand of ‘edutainment’ captures an audience in a way that is different from the normal keynote speaker. The attention he commands through knowledge, energy, and humor cuts through our natural defenses and allows his concepts to stick-- not an easy task for rooms full of senior consultants and growth leaders (i.e., professional skeptics)! I highly recommend him to any organization that understands the importance of marketing and identity loyalty and wants to engage their workforce on these important topics.
Brad Messinger, Managing Director and greater Philadelphia market leader, Willis Towers Watson
Each year ASM Global gathers its leaders from our 300 facilities worldwide to learn, be inspired, and share new ideas. A big part of achieving that mission is to engage a keynote speaker that can deliver a relevant and impactful message that will resonate with our attendees. Americus Reed did just that … his energy, message, and passion for the subject engages the listener and at the end leaves you wanting more. I think many of our attendees were looking to go back to college and sign up for his class. If you are looking for a high energy engaging speaker with an impactful message … Americus is your man!
Leonard Bonacci, Regional Vice President, Stadiums and Arenas, ASM Global
For over a decade, I've seen Americus wow an incredible diversity of audiences: from jaded Fortune 500 CEOs in suits to tech-savvy influencers in Warby Parker to bright-eyed college sophomores. Americus instantly picks up on the ‘currency of the human’ he's talking to. Based on cutting-edge, deeply quantitative academic research, he tells actionable stories his audience not just understands, but deeply resonates with. Americus is one of those people who audiences hire because he's brilliant…but then they walk away from his talk feeling brilliant themselves. You will too. Hire him now. If you aren't completely satisfied, I'll buy you a drink myself.
Jeremiah Marble, Director of Digital Transformation, Microsoft