A42: Spark Passion and Empower Employees Through the Rrebranding Process

Schedule: Tuesday 1:00 PM - 2:30 PM

Room: Rm 107C

Track: Modern Marketing & Business Development

AIA Credit: LU

Presented By: SMPS Boston


In this session, participants will learn how three companies successfully launched a refreshed brand and fostered commitment by putting their employees first. In the 25 years since its founding, Acentech's visual identity had not evolved. Challenges such as limited budget, tight timeline, and internal hesitancy to change were overcome by involving Acentech's entire staff (55+) from concept through execution. Stantec (15,000+ employees) used its brand refresh as an opportunity to empower every employee to help make the company sound, act, and look as smart, strategic, passionate, and fun as it really is. As a midsize firm (600+ employees), Haley & Aldrich had used third-party partners to conduct brand validation research, create a new visual identity that reflected new brand positioning, and launch a new website that spoke to the brand promise. However, having staff really "own" the brand requires ongoing education aimed at brand ambassadorship.



Sarah McGillicuddy Director of Marketing & Business Development Acentech

Janet Megee Director, Marketing and Communications Stantec

Anne Nason Chief Marketing Officer Haley & Aldrich, Inc.