Brand Federation

👥 Is your association maximizing the value of its membership? At Brand Federation, we've been fortunate enough to work with lots of association brands all over the world, organizations that represent trade groups and whole industries at times. These organizations are assembled by members who pay to participate and share influence, learnings, and connections among one another. The key to all of these association brands is that they have to provide value to existing and prospective members – the degree to which these members are actively benefiting from your services. In our work with association brands, we found some strategic patterns that can really benefit every association, and developed a quantitative tool that can help energize associations. ➡️ Swipe to see some of the brands we've energized: Learn more about our work with association brands on our website: https://hubs.la/Q02VvLJz0

There is a trend we’ve been seeing this year and it’s happening in the C-suite.  A bunch of new CEOs are coming into companies in distress. ☕ Brian Niccol going from Chipotle to Starbucks. 🦐 Damola Adamolekun going from P. F. Chang’s to Red Lobster. ✈️ Kelly Ortberg going from Rockwell Collins to Boeing.  These shifts have implications for brands: ❓How should the new incoming CEOs think about managing their new brands? ❓How should existing marketing leaders think about helping the new CEOs? 🔗 Read our viewpoint where Matt Williams and Rian Chandler-Dovis (Managing Partners at Brand Federation) explore how CEOs and marketing leaders can have a shared understanding of brand equity from this latest trend: https://hubs.la/Q02VfbCS0

Is your organization’s brand experiencing one of these transformational moments? 🤝 Mergers and Acquisitions: Your company merged with or acquired with another. 🚀 Growth/Expansion: Your core product or market has evolved. 🎯 Renewed Focus: You've re-positioned your company. If any of these situations sound familiar, then it might be time for a name change. Although you might want to jump to a new name quickly, a brand’s name is an essential asset that reflects what your company is all about. And a name change takes some real strategic thought. Our seasoned team of brand strategists and naming specialists can help uncover what your organization's brand is all about and help you bring your strategy to life with a perfect new name. Swipe to see some of the brands we've named ➡️ Learn more about our work in Name Development and read about some more brands we've named on our website: https://hubs.la/Q02TPZq70

At Brand Federation, we believe that inside every organization is a driving force – an authentic conviction so compelling that it will capture the imaginations of employees and customers alike. Brand conviction is what your organization stands for and what sets it apart. Our team of nationally recognized and seasoned brand strategists can help uncover your conviction and focus your organization’s message to make its identity authentic, unmistakable, and compelling. Once we’ve identified your unique conviction, we help our clients bring it to life in everything they do, from culture to experience to, ultimately, communications. Learn more about our approach to energize brands: https://hubs.ly/Q02S-5P90

Our collaboration with Richmond Behavioral Health united the organization and drove the expansion of critical mental health services and resources in the region. 👈Swipe to read how we created a new parent brand. 📖 Read the case study on our website: https://hubs.la/Q02SQv_z0

Click to learn more about some of the brands we've named: https://hubs.la/Q02SbVg70 Is your organization’s brand experiencing one of these transformational moments? 🤝 Mergers and Acquisitions: Your company merged with or acquired with another. 🚀 Growth/Expansion: Your core product or market has evolved. 🎯 Renewed Focus: You've re-positioned your company. If any of these situations sound familiar, then it might be time for a name change. Although you might want to jump to a new name quickly, a brand’s name is an essential asset that reflects what your company is all about. And a name change takes some real strategic thought. Our seasoned team of brand strategists and naming specialists can help uncover what your organization's brand is all about and help you bring your strategy to life with a perfect new name. Read some of our featured case studies on how a new name can translate into new focus for your brand and new energy for your business. GoTo Foods: https://hubs.la/Q02SbXlG0 Radius Recycling: https://hubs.la/Q02SbTwF0 Brockenbrough: https://hubs.la/Q02SbVdg0

Catch up on what Brand Federation has been up to last month on LinkedIn ⤵ 💼 Matt Williams and Rian Chandler-Dovis discuss a new trend in the C-Suite 📖 Remembering Earl Cox 👋 Get to know brand strategist, Chelsea Glowacki ⭐️ Learn more about our work with Associations Get the newsletter in your inbox: https://lnkd.in/gVcMp7Bj Read past editions on LinkedIn: https://lnkd.in/gzFC3m8z

Having led several brand refreshes throughout my career for various companies, I can honestly say this one holds a special place in my heart. Bringing CSC’s new brand and website to life and shining a spotlight on our niche but incredibly important value prop has been such a rewarding and fun experience, and I couldn’t be prouder of the result. A huge thanks to Sam Corey for his vision and leadership, Kim Baker and Kelly O'Keefe at Brand Federation for their brilliant insights, and to the amazing team we have at CSC. What began as a simple refresh evolved into something that truly captures the heart and soul of this company. As Sam so perfectly put it, building a brand is about discovering what’s already there—the pulse of the organization—and I feel lucky to have been part of the team that brought CSC’s brand to life. Here’s to even more exciting milestones ahead!

"A brand reinvention is literally moving from point A, the core of your brand, to point B, growing around that core that expands on it rather than walks away from it." In our latest #ColdTake, Matt Williams (Managing Partner at Brand Federation) gives a follow-up on our last one and applauds the first moves of the new CEOs at Starbucks and Nike to focus on getting their brands back to their core. Watch the previous Cold Take on YouTube: https://hubs.la/Q02RpY3k0 Watch more Cold Takes on our website: https://hubs.la/Q02Rp_Rq0 Learn more about Organizational Brand Strategy at Brand Federation: https://hubs.la/Q02Rq17G0 __ Cold Takes are quick videos on recent news topics and their branding implications. #newexternalceo #newceo #brianniccol #elliotthill #starbucks #nike #branding #brandstrategy #brandconsulting #brandconsultancy

It's not everyday you get to see signage going up for a HQ! Congratulations to Tactiq on this milestone! 🥳