From Healthcare to Crypto: Why Reframing Is Redefining How Brands Communicate Value and Differentiation in Evolving Markets.
Across financial services, healthcare, philanthropy, and digital assets, a shift is underway — one that has less to do with new products or technologies and everything to do with how those products are framed. As innovation accelerates, categories collide, regulation complicates decision-making, and skepticism rises.
In this environment, brands increasingly succeed not because they are first or fastest, but because they communicate with precision.
This theme was front and center at our Charting New Courses in Capital salon. Marketing and business leaders from four distinct categories revealed how they’ve reframed behaviors, products, categories, and talent to unlock clarity, trust, and momentum in their sectors.
Our Thought Leaders
Atiya Easterling, Chief of Staff, HealthEquity
Atiya has nearly two decades of experience leading healthcare strategy. She specializes in operational efficiency, commercial transformation, and business process optimization through cutting-edge digital solutions, having previously contributed to award-winning product launches at Blue Cross Blue Shield. Atiya has an MBA in Risk Management and is an Adjunct Professor of Data Science, she mentors emerging professionals in consumer behavior and data analytics to empower the next generation of leaders.
Hannah Shaw Grove, Chief Marketing Officer, Foundation Source
Hannah leads marketing strategy and brand development at Foundation Source, a philanthropic services firm. With three decades of experience studying and working with high-net-worth families and family offices, she has authored 11 research-based books on wealth management and has been a regular contributor to leading publications including Forbes.com, Worth, and Financial Advisor. Ms. Grove is a Harvard University graduate who previously held CMO roles at iCapital Network, Apex Clearing, and Merrill Lynch Investment Managers as well as strategic roles at Prudential and Fidelity Investments.
Katherine Pluck, Partner, Heidrick & Struggles
Katherine is a partner in Heidrick & Struggles’ New York City office and a member of the Financial Services Practice. Her client work spans consumer financial services, wealth management, brokerage and trading, payments, and FinTech.
Katherine has more than 10 years of experience in senior executive search. She specializes in senior-level leadership and governance roles, including board directors, CEOs, presidents, COOs, and sales and marketing talent for established businesses and high-growth disruptors.
Kathleen Chase, SVP, General Manager of Data, Talos
Kathleen leads the development and operations of Talos' data offering. Formerly COO at Coin Metrics (which was acquired by Talos), Kathleen has also served as SVP/Head of Strategy & Innovation at the Fidelity Center for Applied Technology, where she incubated emerging technology solutions including blockchain-based products into market-ready offerings. With an MBA from MIT Sloan and extensive experience at the intersection of finance, technology, and strategy.
Meredith Elliott Rowley, The Ricciardi Group
From the floor of the New York Stock Exchange to the halls of the U.S. Capitol, Meredith brings over 15 years of communications experience that spans financial services, politics and media. As the Head of Accounts and Client Strategy at The Ricciardi Group, she manages a team of talented marketers who help B2B clients grow their businesses by strategically aligning their marketing initiatives to their overall goals.