By keynoting at association conferences, CEOs and other top executives use speaking as a platform to introduce their companies’ brands into new markets and solidly position them in established markets. Their speeches create “3D branding”, a customized experience that constituents can feel, touch, and interact with. Giving speeches also leverages the credible endorsement of the association and, if made part of a systematic approach, starts building a community of evangelists. Yes, the applause feels good, too.
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