Core values are what you say you find important. DNA is how you really are.
Core values are on the website: innovative, customer-focused, sustainable. DNA is in the behaviour. How you open a meeting, who gets to speak, which jokes land, what people fight over and what they don't.
For an event, DNA works better than core values, because you want to evoke a feeling that visitors recognise. 'Innovative' says nothing about atmosphere. 'We are the company that never sits still, always has a question and prefers to think out loud'. You feel that in every choice in the programme.