Join Architectural Record’s Senior Editor Josephine Minutillo for a lively conversation with branding experts about why the need for brands to maintain their authenticity and potential for category disruption even as they scale up to become players on the national stage.

Jett Butler of FÖDA, Marc Scibelli of Infor, and Cass Calder Smith of CCS Architecture, designers working in the graphic, experiential and digital realms, discuss what practices are having the most impact and where design and design thinking can be put to better use.