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2022 Annual Meeting Workshop: Becoming The Brand Consumers Desire

Oct 11, 2022

L'Institut Idée is a unique consultancy with an advanced projective technique called the Structural Mapping Process (SMP). The principals of L'Institut Idée, Penelope Fridman and Wahn Yoon, will share with us the findings from their recent study that reveals major themes that will drive travel between now and 2030. This unique "map" reveals the need states and emotional drivers that destination marketers (DMOs, Attractions, Museums, Hotels, etc) will want to pay attention to and leverage if they are to remain highly desirable in this new era.

After presenting a summary of their findings, Wahn Yoon and Penelope Fridman will be interviewed on stage by travel expert James Sauter from Rove, and we will have a brief Q&A.


Why you should attend this session:

  • Get insights into evolving consumer needs, motivation and and engagement at an international level.
  • Vision, mission and stewardship for your destination all demand a long term strategy for growth.

Key Takeaways:

  • You'll have improved understanding of the concept of branding your way to success.
  • You'll be better equipped to evaluate your brand's ability to help shape the future you want for your destination.

About the Speakers:

Penelope Fridman
Co-founder and President, L'Institut Idée

With more than two decades of marketing and senior-level business experience, Penelope brings an uncommon level of insight and strategic leadership to her impressive list of clients.

Having developed revolutionary, participatory methods for achieving insight and alignment in multi-stakeholder environments, Penelope co-founded L'Institut Idée, where she serves as President. She is also a co-founder of the Humanise Collective and a partner in agency Bleublancrouge (BBR).

Penelope has created and implemented business strategies, visioning and marketing initiatives for North American and global clients across many sectors, including hospitality, real estate, financial services, automotive, transportation, technology, and healthcare. Her global clients include Audi, Sotheby's Int'l. Realty, Greystar, Marriott International, Hyatt, Henry Ford Health System, Humana, and Live Nation.

An alumna of the University of Western Ontario and the Rotman School of Management, Penelope is actively involved with the Rotman School of Management to this day. She is also an active board member of Million
Peacemakers, a unique conflict resolution organization.

Wahn Yoon

Co-founder, L'Institut Idée

Raised in New York City and now a long-time Torontonian, Wahn has spent 20 years as a strategist and change agent in multiple sectors. He received his early training in brand strategy at J. Walter Thompson NY and Toronto.

Wahn and business partner Penelope Fridman founded L'Institut Idée in 2012, then launched the Toronto office of Humanise in 2016. Humanise has since been a finalist for “Agency of the Year" and was honoured with the “Most Admired Corporate Culture in Canada" award in 2020.

Wahn's 'sweet spot' is leading the process of positioning issues and brands that have a real impact on human lives, which is at the heart of the Humanise philosophy and approach.

Wahn has worked with C-suite to frontline staff to develop new strategic visions and narratives at numerous Fortune 500 companies, including Marriott International, Hyatt, Greystar, Sotheby's Int'l. Realty, Audi, Mercedes, Toyota, Humana, and Live Nation.

Wahn attended Harvard College and Columbia University Business School. He is a proud board member of POV, an organization dedicated to helping young creators of colour start careers in advertising and film.