Inside the American Marketing Association Rebrand

By Connect Staff, June 26, 2017

The irony of the recent American Marketing Association rebrand is not lost on Jennifer Severns, chief experience officer for AMA. The association worked with BFG Communications to help transform the organization from a collection of disparate local chapters into an essential community for marketers—a process that is very much ongoing, says Severns.

A key part of the transformation, announced in 2015 and being rolled out through the end of this year, is engaging volunteers to help with co-creation. Severns says AMA is embracing the more than 1,000 influential volunteers, who are top-of-their-career experts in marketing, to be a part of the change. When they feel ownership of the new identity of AMA, says Severns, that spells success.

Watch the video interview with Severns to learn about expectations going into the transformation, the difference those influential volunteers have made and the way AMA tied in an emotional connection to the big brand reveal at the organization’s annual Leadership Summit in 2016.

(Visited 79 times, 1 visits today)

Connect Corporate is proud to present our inaugural class of 15 Over 50. These individuals are leaders, mentors and stars who moved the events industry

Amanda Cox, director of sales and marketing at JW Marriott Marco Island, shares her insight on the resorts latest transformations.

Stephanie Donoho, administrative director of the Kohala Coast Resort Association dispels myths from the Big Island’s 2018 eruption.

Planner to the stars Chad Hudson discusses a decade’s worth of creating memorable events in La La Land.

Explore Monterey, California, where the great outdoors awaits groups.

Hard Rock Riviera Maya will rock you—Dive into a new way of producing meetings with wellness-centered accommodations, activities and more.

No one wants to waste time during meetings—follow these 5 steps to make your time spent more effective.

The only thing we can assure you of, even though you don't know where you're heading for your team-building event with Mystery Trip, is that you will have

Katherine Lo, founder and president of Eaton Workshop and Sheldon Scott, director of culture at Eaton DC give us an inside look into the trendy DC stayover.

Stephanie Klett, Wisconsin’s Secretary of Tourism for the past eight years, was named as the new president and chief executive officer of VISIT Lake

Explore Squaw Valley, California, where the great outdoors awaits groups.

Trending