request.ancestors = 1,3282,6230,6259,6267
session.lev = 4
session.chaptersite = 1
session.chapterroot = 6230
session.chaptername = BMA Connect2
session.homePageLayout = 0





EARLY REGISTRATION DISCOUNT if registered by Monday, Oct. 6

Members: $45
Non-Members: $65

Registration investment AFTER Oct. 6

Members: $55
Non-Members: $75

Cancellations must be made by Monday, Oct. 6, to receive a refund.



Presenting Sponsor

Supporting Sponsor

In Kind Sponsor

October 8, 2014
(5 - 7:30 pm)

The University Club of Milwaukee
924 East Wells Street 
Milwaukee, WI 53202

Corporate Storytelling as a Competitive Differentiator: How Johnson Controls Empowered its Global Leadership to Bring the Company’s Story to Life

For nearly 130 years employees at Johnson Controls, a Fortune 75 multi-industrial B2B company with 170,000 employees in over 150 countries, shared many versions of the company’s story. Different stories were told based on where in the world employees worked, their roles, who they knew, and what language they spoke. In some cases, this created market confusion, operational inefficiencies and diluted brand equity the organization had strived so hard to build.

Today, with a unified approach, Johnson Controls is one company with one story.

Join us on Wednesday, Oct. 8, when Kim Metcalf-Kupres, vice president and chief marketing officer of Johnson Controls, will share the journey the company took to authentically align five distinct business units, and the global leadership, around a single version of the company’s story.

During the keynote, Kim will share the role storytelling plays in training leaders to be effective communicators, and the impact it has on creative ideas as:

  • A way to align leaders and employees around a common story arc
  • A filter for how approaching communications, branding and strategic planning
  • A way to help an organization simplify its story and differentiate in the market
  • A way to connect and integrate core elements (e.g. mission and values)

She’ll also share what storytelling is not.

This keynote is a Connect2 BMA Global Conference Series event, an industry-wide global series which brings together more than 800 business marketers in eight cities across three continents. Registration for last year’s event sold out quickly.





Chapter Business


Keynote Presentation




About Kim Metcalf-Kupres

Kim Metcalf-Kupres joined Johnson Controls in 1994 in the company’s Building Efficiency business, serving in sales and marketing positions of increasing responsibility before being named vice president, sales and marketing for Systems in North America.  In 2007, she was named vice president, strategy, marketing and sales in Johnson Controls’ Power Solutions unit.  Metcalf-Kupres was named vice president and chief marketing officer in 2013.  In this role, she leads the development of marketing and sales capabilities for the company’s businesses, with added focus on customer satisfaction and brand development. She also directs internal and external communications.

Prior to joining Johnson Controls, Metcalf-Kupres held marketing leadership positions at Menasha Corporation, Scotsman Ice Systems and Illinois Tool Works.

Metcalf-Kupres holds a Bachelor of Arts degree in pre-law and English from Wayne State University, and a Master of Business Administration degree from the Lake Forest Graduate School of Management.

Metcalf-Kupres serves as board president for Literacy Services of Wisconsin.