FromDayOne, Inc's logo
STORIES
Virtual Conference Recap BY Ade Akin | July 20, 2026

Building a Brand That Earns Trust and Loyalty Across Every Channel

A stop outside an Ashley Home Store during a 90-day tour of U.S. markets crystallized a troubling trend for John Mask: lower-income shoppers were no longer showing up in furniture stores.Mask, the EVP of sales and marketing at Ashley Furniture, shared that the solution to that problem is a two-step process that starts with building trust with customers before selling the product. He spoke during a fireside chat at From Day One’s July virtual conference, in conversation with Seattle Times business reporter, Megan Ulu-Lani Boyanton. Mask shared how Ashley Furniture navigates a crowded marketplace, evolving consumer expectations, and the transformative role of AI in marketing. The fireside chat covered everything from global expansion to the return of traditional mailers. Yet, the central theme remained clear: cultivating brand loyalty today requires building trust, sharing stories, and engaging with consumers wherever they are; across all channels.A Saturated Landscape and the Shift to ValueMask started the conversation by identifying the greatest challenge facing today’s marketers: saturation. Thanks to the democratization of marketing tools such as social media, anyone can now reach customers on a one-to-one basis. “It’s become more crowded because more people can actually talk to that consumer,” he said. Consequently, standing out becomes essential within such crowded marketplaces.A fundamental shift in consumer behavior compounds this new reality. Mask says he has observed customers moving from a price-based mindset to a value-based approach when making purchases. “What can I get for the cost, as opposed to what’s the lowest cost that I can find out there?” he elaborated. This is particularly pronounced in a K-shaped economy, where lower-income consumers are short on cash and middle-to-high-income shoppers, the “five to eight consumer” on an income scale, drive the market. These potential customers have disposable income but expect quality, story, and a clear value proposition from the companies they shop with.Marketing Across ChannelsAshley Furniture’s staggering reach includes running operations in 23 countries, over 1,000 branded stores, and partnerships with over 24,000 retailers, he says. Operating on this scale demands a more nuanced approach to omnichannel marketing. John Mask, EVP of sales & marketing at Ashley Furniture, spoke during the virtual session (company photo)“We have a saying that we like to have our feet in many canoes,” Mask said as he described the company’s strategy of serving consumers wherever they may be. The company utilizes brick-and-mortar stores, e-retail platforms like Amazon and Wayfair, big-box partners, rental channels, and international markets. Importantly, tailored content drives each specific marketing channel. Although big-box locations emphasize pricing above all else, the company’s dedicated showrooms prioritize aesthetics, atmosphere, and narrative. Additionally, traditional advertising avenues like print media and billboards are undergoing a notable resurgence, offering fresh opportunities to capture consumer attention amidst increasingly crowded digital spaces.Storytelling and the Customer LifecycleA layered approach to storytelling is at the heart of Ashley Furniture’s marketing strategy. Mask outlined their strategy for constructing brand narratives that look past simple product characteristics and pricing to focus instead on the deeper emotional connections people form with furniture; how it makes them feel, how it fits into their homes, and whether it meets their functional needs. This is especially important when appealing to different customer demographics. Younger consumers, for example, are increasingly interested in sustainability and what a company stands for.This storytelling is woven into what Mask calls life cycle marketing. Furniture purchases are tied to major life events such as having a baby, transitioning a child to a “big kid” bedroom, getting married, or buying a house. Ashley aims to build a relationship that spans generations by engaging consumers across these milestones. “We want a consumer to know at every touchpoint they’re going to get the best service from Ashley,” he added. The payoff is clear: loyal patrons become returning customers and bring in their children, creating a multigenerational brand loyalty that dramatically lowers acquisition costs.AI in Marketing: From Content Creation to Agentic SearchMask also shared how AI is changing the marketing landscape. “We can truly create campaigns that are foundational, and then use AI to create customizations in the individuals that are in the ads, in the backgrounds of those rooms,” he said. This enables the company to tailor messaging for different geographies, showing the same product in a rural setting versus an urban one, without needing a massive marketing team.The bigger shift is how consumers now discover products, he says. He pointed to the rise of agentic engine optimization (AEO), the AI-powered successor to traditional SEO. “We’ve seen a 45% increase over the last month alone in terms of traffic based on searches started with some sort of an agent via Perplexity, ChatGPT, or any of the other services that are out there,” he said.With personalized AI agents increasingly serving as the primary tool for consumer search, brands must organize their data to feed these engines and shape the sources they reference for recommendations. Mask cautioned that if your brand is not visible to AI, “they just may never find you.”Building Trust in a Two-Step ProcessDespite all the talk about technology and marketing channels, Mask returned repeatedly to the foundational importance of trust. He described a two-step process: “Do I trust you, and then what do you have to offer me as a result of the fact that I trust you?” Consumers need to know who a company is, how it engages with communities, and what it stands for before considering product features. This applies especially to the younger demographic, who place greater emphasis on the principles a business stands for and its commitment to eco-friendly practices.Mask’s advice to other marketing leaders was hands-on: “Go out and test.” He highlights the value of conducting A/B tests on emerging platforms, listening more than talking, and actively engaging in forums to discover what consumers truly desire. In an interest-based economy where consumers are constantly bombarded with choices, the brands that succeed will be those that earn trust, tell compelling stories, and meet customers where they are; whether that’s in a store, on a social platform, or through an AI agent.Ade Akin covers artificial intelligence, workplace wellness, HR trends, and digital health solutions.(Photo by ismagilov/iStock)

Story cover image
Live Conference Recap BY Carrie Snider | July 15, 2026

Reducing Change Fatigue and Building More Adaptable Teams

If the past few years have made anything clear, it’s that change is now a constant in business. That reality has left employees at every level grappling with change fatigue. How can leaders help their people adapt while reducing the toll of continual transformation?At From Day One’s Manhattan conference, leaders participated in a panel addressing practical approaches for leaders. Moderated by Tania Rahman, social media director at Fast Company, they discussed how organizations can move beyond reactive change management and instead build systems that help employees sustain performance through continuous disruption. Across the conversation, a clear theme emerged: change fatigue is not simply about the pace of transformation, but about how leaders communicate, support, and structure it.Reframing Fatigue With Better CommunicationWhen most people think of change fatigue, they think of the volume of change. But it could be more about how that change is communicated. Michele Moskowitz, group head of talent at TP ICAP, emphasized that leaders have more control here than they might think.“Change fatigue comes when change becomes tiresome,” she said, but added an important distinction: “people are never really fatigued by positive change, by things that are exciting and inspirational.” The difference lies in how the change is framed and reinforced.At TP ICAP, leaders focus on consistently answering a core question for employees: what’s in it for me? By clearly communicating why a change matters, whether it’s a merger, a new system, or a strategic shift, and repeating that message across channels, organizations can shift change from something imposed to something employees can connect with and even anticipate.Leaders spoke about "Change Fatigue Is Real: How Leaders Can Keep Teams Adapting," during the executive panel discussionEqually critical is moving beyond one-way communication. Moskowitz described a common failure point that leaders are relying on top-down messaging and expecting alignment to follow. “We have a leader who stands up at a town hall or sends out a big email and kind of expects the world to just follow their lead,” she said. Instead, organizations must invest in dialogue, not just announcements.That’s where managers play a pivotal role. Moskowitz calls them “meaning makers,” the ones responsible for translating strategy into reality and feeding employee sentiment back up to leadership. Supporting them with the right tools, training, and space to listen is essential to reducing fatigue. Without that middle layer functioning effectively, even well-designed strategies struggle to land.Acknowledging the Toll, Recognizing the EffortOne of the most overlooked aspects of change fatigue is its psychological weight. Naomi Dishington, director of consulting at Workhuman, pointed out that employees today are living inside a constant loop of change.“It feels like at least weekly, if not daily, we’re all embarking on that change again every day,” she said, leaving little time to process or recover. The result is a workforce that rarely gets the chance to fully move through the natural emotional cycle of adaptation.For leaders, the first step is acknowledging it, then they can move to fix it. That simple act of recognition can reduce stress and build trust, signaling to employees that their experience is valid and understood. From there, leaders can make change more manageable by breaking it into smaller, shared steps rather than presenting transformation as a single overwhelming goal, she says.Equally important is how organizations define recognition itself. In a constantly shifting environment, waiting to celebrate only outcomes is no longer sufficient. Dishington emphasized the importance of rewarding effort, not just success: “Recognize the process, recognize you raised your hand to volunteer, recognize you took a risk and you failed.”These moments reinforce the behaviors organizations need most right now, including adaptability, initiative, and resilience. Recognition becomes not just a reward system, but a cultural signal about what matters in times of uncertainty.Adaptability Is EssentialPointing to the growing importance of what’s often called the adaptability quotient, or AQ, panelist Cesar Salas, VP and head of HR operations, Americas at EXL, says roles are shifting faster than ever.“What I am doing now in my position is totally different from what I was doing two years ago, or one year ago, or even six months ago,” he said. That pace forces employees and leaders to accept a hard truth: what got you here won’t necessarily move you forward.At EXL, Salas is focused on turning adaptability into practice rather than theory. He asked his direct reports to identify “five mini projects” where AI could be applied to improve productivity. The key was not immediate execution, but identification and prioritization.By surfacing opportunities first, then selecting the ones with the highest impact, teams create momentum without overwhelming themselves. This approach builds what Salas describes as a “virtuous circle,” or small wins that reinforce learning, confidence, and continued experimentation.Adaptability, he says, is no longer optional. It is becoming a baseline requirement for both employees and leaders. Organizations that fail to build this muscle risk falling behind not because of technology itself, but because of how slowly people are able to adjust to it.Transparency Builds TrustIn times of constant change, employees are looking for more than transparency about what decisions have been made. They also want to understand why those decisions were made, what factors were considered, and the broader business dynamics that shaped them. Lacey McBurney, head of talent and culture at Wiley, emphasized that traditional communication often falls short because it focuses too heavily on outcomes rather than process. “Yes, you have to communicate what the change is, yes, you have to communicate why that change is important,” she said. “But we’ve been really focused on how the decision got made.”That distinction is critical. When employees understand the reasoning, constraints, and trade-offs behind decisions, they are far more likely to trust them—even when the news is difficult. Without that transparency, gaps are filled with speculation and skepticism.As McBurney noted, without context, employees often respond with questions like: “Why didn’t they consider this?” or “Why are they doing these things at the same time?”Wiley has also invested in continuous listening mechanisms, moving away from one-off feedback cycles. Instead of treating communication as an event-driven activity, the organization has embedded ongoing dialogue through leadership forums and smaller group discussions. This helps trust become part of the system, not just part of major announcements.Create Space for ChangeOne of the hardest truths for leaders to accept is that you cannot continuously add work without also taking something away. In today’s environment of nonstop transformation, creating space is essential.“You can’t have a conversation around this sort of change climate today without talking about where we can create slack in the system,” said Sallyanne Oettinger, senior director at LHH. Without that slack, even the best-designed initiatives risk overwhelming employees.The challenge is that prioritization sounds simple but rarely is. Teams often begin with the intention of streamlining work, only to find that “everything ends up in the urgent and important quadrant, no matter how hard we try.” Real prioritization requires difficult trade-offs, including saying no to initiatives that people value.That difficulty is amplified by the reality that change is no longer linear. “It’s simply not that anymore,” Oettinger said, describing organizations as “trying to swim to seven beaches at once.” In that environment, constant addition without relief accelerates fatigue.One solution is increasing employee agency over how those changes are implemented. That involvement reduces disengagement and helps people feel less like passive recipients of disruption. Ultimately, creating space is about resourcing people properly. “Employees need a little bit more slack, so that not everything is a burning priority,” she said. Without that breathing room, even strong strategies fail to land.In a business landscape where change is no longer episodic but constant, the leaders who succeed will not be the ones who understand and design for change fatigue and actively work to reduce its weight. Change fatigue isn’t going away. But it can be managed. And how organizations choose to manage it will define not just how well they adapt—but how well their people endure what comes next.Carrie Snider is a Phoenix-based journalist and marketing copywriter.(Photos by Josh Larson for From Day One)

Story cover image

What Our Attendees are Saying

Jordan Baker(Attendee) profile picture

“The panels were phenomenal. The breakout sessions were incredibly insightful. I got the opportunity to speak with countless HR leaders who are dedicated to improving people’s lives. I walked away feeling excited about my own future in the business world, knowing that many of today’s people leaders are striving for a more diverse, engaged, and inclusive workforce.”

– Jordan Baker, Emplify
Desiree Booker(Attendee) profile picture

“Thank you, From Day One, for such an important conversation on diversity and inclusion, employee engagement and social impact.”

– Desiree Booker, ColorVizion Lab
Kim Vu(Attendee) profile picture

“Timely and much needed convo about the importance of removing the stigma and providing accessible mental health resources for all employees.”

– Kim Vu, Remitly
Florangela Davila(Attendee) profile picture

“Great discussion about leadership, accountability, transparency and equity. Thanks for having me, From Day One.”

– Florangela Davila, KNKX 88.5 FM
Cory Hewett(Attendee) profile picture

“De-stigmatizing mental health illnesses, engaging stakeholders, arriving at mutually defined definitions for equity, and preventing burnout—these are important topics that I’m delighted are being discussed at the From Day One conference.”

– Cory Hewett, Gimme Vending Inc.
Trisha Stezzi(Attendee) profile picture

“Thank you for bringing speakers and influencers into one space so we can all continue our work scaling up the impact we make in our organizations and in the world!”

– Trisha Stezzi, Significance LLC
Vivian Greentree(Attendee) profile picture

“From Day One provided a full day of phenomenal learning opportunities and best practices in creating & nurturing corporate values while building purposeful relationships with employees, clients, & communities.”

– Vivian Greentree, Fiserv
Chip Maxwell(Attendee) profile picture

“We always enjoy and are impressed by your events, and this was no exception.”

– Chip Maxwell, Emplify
Katy Romero(Attendee) profile picture

“We really enjoyed the event yesterday— such an engaged group of attendees and the content was excellent. I'm feeling great about our decision to partner with FD1 this year.”

– Katy Romero, One Medical
Kayleen Perkins(Attendee) profile picture

“The From Day One Conference in Seattle was filled with people who want to make a positive impact in their company, and build an inclusive culture around diversity and inclusion. Thank you to all the panelists and speakers for sharing their expertise and insights. I'm looking forward to next year's event!”

– Kayleen Perkins, Seattle Children's
Michaela Ayers(Attendee) profile picture

“I had the pleasure of attending From Day One. My favorite session, Getting Bias Out of Our Systems, was such a powerful conversation between local thought leaders.”

– Michaela Ayers, Nourish Events
Sarah J. Rodehorst(Attendee) profile picture

“Inspiring speakers and powerful conversations. Loved meeting so many talented people driving change in their organizations. Thank you From Day One! I look forward to next year’s event!”

– Sarah J. Rodehorst, ePerkz
Angela Prater(Attendee) profile picture

“I had the distinct pleasure of attending From Day One Seattle. The Getting Bias Out of Our Systems discussion was inspirational and eye-opening.”

– Angela Prater, Confluence Health
Joel Stupka(Attendee) profile picture

“From Day One did an amazing job of providing an exceptional experience for both the attendees and vendors. I mean, we had whale sharks and giant manta rays gracefully swimming by on the other side of the hall from our booth!”

– Joel Stupka, SkillCycle
Alexis Hauk(Attendee) profile picture

“Last week I had the honor of moderating a panel on healthy work environments at the From Day One conference in Atlanta. I was so inspired by what these experts had to say about the timely and important topics of mental health in the workplace and the value of nurturing a culture of psychological safety.”

– Alexis Hauk, Emory University