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Rethinking the Purpose and Meaning of Leadership


Time:1:00 PM EDT/10:00 AM PST 

Duration:60 minutes 

Leaders have traditionally been celebrated for their boldness and confidence, for pursuing their vision with relentless focus and for never showing doubt or uncertainty. To be vulnerable was to be weak.

This has changed.

The upheavals of the past year have reset expectations for global leaders – from the employees they depend on to the communities and customers they serve. How should leaders respond?

This WE-hosted webinar will help inform and inspire marketing and communications leaders on how introspection and determination can unlock new ways for leaders to communicate. Hear insights from recent executive communications research on dynamic ways to think, act and lead.


Noah Keteyian

Senior Vice President, Corporate Reputation & Brand Purpose


Noah Keteyian is WE’s senior vice president of corporate reputation and brand purpose. Noah counsels clients to advance executive thought leadership, brand purpose platforms, issues preparedness, talent and culture and global media relations for a range of organizations that have included Microsoft, the Bill & Melinda Gates Foundation, Portland General Electric, Intel, Khan Academy, Ste. Michelle Wine Estates and Global Philanthropy Forum. He works closely with client executives to advance their voice with internal and external stakeholders across digital, experiential and thought leadership forums. Noah also led the development of “Leading With Purpose in an Age Defined by It,” a joint research project between WE and Quartz Insights to identify trends in purpose and social impact leadership. Previous to WE, Noah led corporate social responsibility teams at Cone Communications, spearheading purpose campaigns for brands including Nestlé, General Mills and AMC Theaters. While at Cone, Noah developed sustainability reports and social media engagement strategies; realigned strategic philanthropic efforts; and led stakeholder campaigns around issues of water, waste, energy and conservation. Noah also builds on a diverse background as entrepreneur and policy advocate. Running a nonprofit community development effort, he created self-sustaining programs and dynamic media partnerships connecting government, industry and talent. As a young entrepreneur and small-business owner, Noah championed the creative economy movement in New England as a solution to workforce outmigration challenges. Noah lives in Seattle with his wife and two children. He has served in various capacities as a supporter of the arts from state arts commissioner to family electric guitar purchaser.

Kona Barrasso

Senior Vice President, Technology and Culture & Belonging


With 20 years of experience, Kona Barrasso has led brand revitalization efforts and corporate communication strategies for global organizations. She has guided Fortune 500 companies through various growth and transition activities, including brand positioning and architecture, corporate reputation messaging and the development of intellectual capital that drives dialogue and action. Her portfolio of work includes professional service, technology and consumer brands such as American Express, Accenture, A.T. Kearney, Booz & Company, CA Technologies, Capgemini, iRobot, Velocity Technology Solutions and Johnson Controls.

Burghardt Tenderich, Ph. D.

Associate Director USC Center for Public Relations

Annenberg School for Communication and Journalism

Burghardt Tenderich, Ph. D. is Professor of Practice at the University of Southern California’s Annenberg School for Communication and Journalism in Los Angeles, where he teaches and researches about strategic communication, the emerging media environment, media entrepreneurship and brand purpose. Burghardt is Associate Director of the Annenberg School’s Strategic Communication and Public Relations Center. He is author of the book Transmedia Branding, USC Annenberg Press (2015), together with Jerried Williams. At the University of California at Berkeley, Burghardt was the Executive Director of the Center for Entrepreneurship & Technology and a lecturer on entrepreneurship. Burghardt has over 20 years-experience in communication and marketing in the information technology and internet industries. Industry appointments include General Manager, North America, for technology communications consultancy Bite Communications; Vice President, Public Relations at Siebel Systems; and Senior Vice President & Partner in technology PR agency Applied Communications. In 2016, Burghardt co-founded Cardisio GmbH, an innovative, AI-based mobile health tech company in Frankfurt, Germany, that aims to steeply improve heart health by screening non-invasively for coronary artery disease and other heart conditions. Burghardt holds an M.A. and a Ph.D. in Economic Geography from the University of Bonn, Germany.

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