Andy Thieman, executive creative director at Yamamoto, is the featured speaker at the next Brand Matters on Wednesday, March 30, at 7:00 a.m. in the 3M Auditorium. In his talk, “#TruthBomb Your Brand. Or Run the Risk of Never Blowing Up,” Thieman will discuss how the best brand campaigns, social moments, and charitable efforts hang their hat on a single truth and own it. He also will talk about the dangers of wandering too far from your truth, with personal stories from the trenches of JCPenney’s “reinvention of retail.”

Offered jointly by the Carlson School, Yamamoto, and Twin Cities Business, Brand Matters is a speakers' series that provides tools and insights to help companies build their brands. Each 90 minute event features an expert with first-hand knowledge of branding and a question-and-answer session.

Brand Matters begins with breakfast at 7:30 a.m., followed by the program, which runs from 8:00 to 9:30 a.m. Online registration is required