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
DescriptionIn 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.