Tapping into healthy ambition and ego to amplify the brand - Kademy - chunk 7

who identified with ambition and ego, concepts often associated negatively, which, combined with a strong emotional connection to the brand, enabled them to deliver authentic advocacy. Armed with this information, Branko and the team are focused on spotting these natural communicators and creating tailored programmes to help elevate their voices. Whilst continuing to provide training for senior executives, they hold a firm conviction that other individuals, “who may not always hold the most senior titles, deserve a share of our time and budget to enhance their communication capabilities.” Why we like it: With many of us feeling oversaturated with content and seeking authenticity from organisations, Branko and the corporate communication team at Sabre have identified a way to cut through the noise by empowering a range of voices from the company.