Kevin Keith is the Chief Brand Officer for Orangetheory Fitness, the 12-year-old high-growth brand founded in Boca Raton Florida by Ellen Latham, who's brand purpose is to help people live longer, more vibrant lives. And by all counts it seems to be doing that with its science-based performance-oriented one-hour workouts. OTF has 1 million plus members, 1400 studios in 50 states and 26 countries, and more than $1 billion in system revenue.Kevin has been OTF's Chief Brand Officer for five years. His career path is rich in agency experiences, as well as time on the client side at Coca-Cola and UPS. This conversation is rife with valuable lessons and goes to show how a brand can inspire a customer to join the organization as a leader by living its purpose and inspiring others to do the same. Keith shares how OTF stays relevant and continues to grow in an industry where brands can easily be considered a fad. Plus, building a unified culture within your organization, identifying your customers as real people vs data points, and much more. CMOs often hold one of the most innovative and challenging roles in business today. Those who excel can operate at the highest level to drive growth and create value for their organizations. To learn more how Deloitte helps bolster the value CMOs deliver, visit www.cmo.deloitte.com.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.