“New Team, New Dream” Message Explained by Trail Blazers Leaders to Business Communicators

Michael Lewellen, Sarah Mensah, Kris Koivisto of the Portland Trail Blazers

Portland, October 18th. Sarah Mensah, COO of the Portland Trail Blazers, spoke about “Transforming Your Brand” to the Oregon Columbia Chapter of the International Association of Business Communicators. Michael Lewellen, Sarah Mensah and Kris Koivisto of the Portland Trail Blazers attended the event at the Benson Hotel. (Photo credit, Liana Wichser)

Attendees enjoying presentation by Sarah Mensah

Joel Michael, Concordia University and Samuel Green, Cambria

Sarah shared the Blazers new campaign “New Team. New Dream.” She explained the concept that people inside your corporation represent your voice and your brand – what they say and do matters.

She said companies need to understand not just their message but the story framework underneath their message and relentlessly pursue it -using the underlying story framework to drive the message.

Sarah reinforced the concept of story by sharing video of several current team members telling their personal stories which made a great impression allowing the audience to engage in the “New Dream” and look forward to the new season.

Founded in 1970, IABC provides a professional network of over 15,000 business communications professionals in over 80 countries. The award-winning Oregon Columbia chapter provides creative communications professionals with networking, support and learning opportunities through professional development workshops and other events.

Elisa Klein

I’ve been a professional journalist and writer since 1987, (and long-time reporter for KOIN-TV.) As a nationally published reporter, with a Master’s Degree in Journalism, I love to report positive news and information. Journalism has also connected me with another non-profit where I served as a leader; the Northwest’s biggest writer’s organization: The Willamette Writers.