Put your brand messaging into action
When it comes to brand messaging, you need to put your money where your mouth is. Robin talks to Donna Smith, director of marketing and communications for Forum Energy Technologies, about how they’ve put their messages into action.
Make your values visible in day-to-day work
Would someone from outside your company know what your company values are based on your employees’ actions? Jane Henry, CEO of Xcution, Inc., talks about how they make their corporate values visible on a day-to-day basis.
Want to be innovative & disruptive? Disrupt your own operations first
With today’s competitive markets, if you want to be an innovative company – the kind that disrupts industries and leapfrogs competitors, then you can’t conduct business as normal. And if you’re looking for forward-thinking leaders to match that strategy, would you expect to find them through traditional means, or is this a time to think unconventionally too?
Rebranding tips for CEOs: Engage employees & middle management
Successfully rebranding a company from the top-down means listening to your customers and your employees, then engaging middle management as influencers to keep momentum going. Ralph Vasami, CEO of Universal Weather and Aviation, shares their strategy for gaining brand alignment.
Convey consistency when you have multiple sub-brands
How do you convey the consistent message that you are one brand when your company is composed of multiple sub-brands? Donna Smith, director of marketing and communications at Forum Energy Technologies, shares how they’ve built their external messages to demonstrate their unity.
Employees live the brand when they understand their purpose
When employees understand the part they play in the company’s larger purpose, they live out the brand you’ve built. Ralph Vasami, president and CEO of Universal Weather and Aviation, talks to Robin Tooms about how he personally helped employees understand their purpose at Universal.
Assess legacy brands to preserve brand equity in M&A
Acquiring multiple brands? Assessing each to determine how much equity it has before creating a holistic branding strategy is essential. Donna Smith, director of marketing and communications for Forum Energy Technologies shares about the discipline required to bring in multiple new brands.
M&A internal rebranding: think people first, then operations
When it comes to M&A, think people and culture first, then the mechanic of merging operations. Robin Tooms discusses internal branding during transitions with Jane Henry, CEO of Xcution, Inc., a management consulting firm.
Shifting your brand to meet clients’ changing needs
If your customers’ needs are changing, your brand’s message might need to change with it. Robin Tooms talks to Ralph Vasami, president and CEO of Universal Weather and Aviation, about how they repositioned their brand to meet their clients’ changing challenges.
Aligning words and actions in your internal brand
What your brand says and what your brand does – are they aligned? Jane Henry, CEO at Xcution, Inc., shares the disconnects she’s seen between values and execution, and what success looks like when they’re brought into alignment.