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March 25, 2026

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Masterclass on Brand Strategy

The New Rules of Brand Strategy

Join Lisa McKnight in this Masterclass to rethink brand strategy through the lens of cultural relevance—learning how to scale creativity, win the next generation, and translate momentum into sustained commercial impact.

ABOUT Lisa McKnight

An authority in marketing with more than 30 years of experience building iconic brands, Lisa McKnight is the former EVP and Chief Brand Officer at Mattel. A champion of inclusive storytelling and purpose-driven marketing, McKnight led Mattel to record market share, with Hot Wheels and UNO delivering record-breaking growth and Barbie reaffirming its status as the #1 global toy brand. Previously, as Global Head of Barbie and the Dolls Category, she spearheaded Barbie’s turnaround (nearly doubling the franchise in only five years) and led the marketing strategy for the Barbie film, which reached $1.44B in box-office revenue and became the highest-grossing film in Warner Bros.’ 100-year history. Twice named a Forbes Most Influential CMO and an Adweek Brand Genius, she currently serves on the University of Richmond’s Board of Trustees.

WHAT YOU’LL LEARN

  • Understand how brands evolve into cultural icons by aligning purpose, storytelling, and relevance across changing social and generational expectations
  • Create sustainable marketing campaigns with a long-lasting impact by effectively engaging with communities
  • Gain a practical framework to translate cultural resonance into commercial impact, identifying the signals that indicate long-term brand relevance and growth

Structure and format

Full Access

Access to each of the sessions via our virtual event platform

Interactive Q&A

At the end of the session, there will be a question-and-answer segment.

Simultaneous Interpretation

Listen to content in English or with interpretation into Spanish and Italian

On-demand Recordings

Access the recordings of each session for 30 days in our website platform

Executive Summary

Written overview of key learnings from each session

JOIN THOUSANDS OF BUSINESS LEADERS WORLDWIDE

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