Promo Insiders: How To Build an Authentic Brand With Atlanta Hawks CMO Melissa Proctor
The keynote speaker at ASI Orlando in January offers her top tips for brand relevance and connecting to target audiences in a crowded marketplace.
Brand-building is important for any company, no matter the size or employee count.
And Melissa Proctor, executive vice president and chief marketing officer for the NBA’s Atlanta Hawks and State Farm Arena, will be sharing her tips for building an authentic, noteworthy brand as the keynote speaker at ASI Orlando, which will be held at the Orange County Convention Center from Jan. 5 to 7, 2026.
“The marketplace is changing rapidly,” she says. “You have to be focused on who your audience is and being authentic toward them specifically. People are craving what’s authentic and what they can connect to in a deeper, more meaningful and more impactful way.”
As the promo industry heads into the new year, Proctor encourages business owners to pay attention to both current events and cultural changes that could impact their brand and how they relate to customers.
“Of course, paying attention to tariffs and figuring out how to be the most efficient with resources and dollars is important,” she says. “But also, continue to innovate and ask questions. I truly believe what's going to stand out is the thing that very few people ever expect.”
Key Takeaways
• Brand-building fundamentals don’t change with company size. Small, medium and large businesses all need clarity of message and a sharp focus on their target audience.
• Technology, especially AI, is reshaping how brands stay visible. Businesses of all sizes must understand shifting search behaviors, social algorithms and digital tools to stay relevant.
• Authenticity is critical in a noisy marketplace. Consumers gravitate toward brands that create meaningful, genuine connections rather than trying to appeal to everyone.
• Team buy-in starts with clear strategy and communication. Leaders should explain the brand’s “why, who and what” so employees can understand and support the vision.
• A brand book (even a simple one) creates consistency. The tangible guide helps internal teams and external partners articulate the brand clearly and uniformly.
• Innovation must be continuous, especially heading into 2026. Companies should study shifting audience interests and embrace unexpected ideas to stand out.
• Look outside your own industry for inspiration. Drawing insights from fashion, music or other cultural spaces can spark creative brand strategies that resonate with your target audience.