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Home > Conferences > Cape Cod Conference > Featured Speaker Featured Speaker How and Why “Fresh, Fun, Focused” Became the Mantra for a Global Brand Organization Brad Smith, Senior Director, Business Development, Sodexho Services Gil Hanson, President, Hanson Associates, Inc.   Brad Smith Gil Hanson Competitive forces dictated that Sodexho directly align its positioning with the multicultural lifestyles of today’s market-savvy college students, who demand a restaurant-quality experience in a fun, vibrant atmosphere. Sodexho responded to these market pressures by creating a value-added hybrid brand. Brad Smith and Gil Hanson will explain how research, strategic positioning, and new designs resulted in value-added ripple effects throughout Sodexho—including new organizational self-awareness, marketing and sales materials, and a distinctive competitive presence.