1:50 PM - 2:20 PM
The presentation will cover how Baker Tilly unified their global network under one trading name with a new visual identity, successfully rolling out the brand across both online and offline channels to 746 offices within just a 12-week window. Stakeholder engagement through the global team of Brand Ambassadors (including CEO’s, CMO’s and key Partners) was crucial to the success of this process, which delivered valuable learnings around how to manage the brand in terms of consistency and control whilst still meeting local needs.
The presentation will share best practice advice on how to most effectively engage such a wide audience, even with a relatively small team managing this. Through creating an online global Brand Portal, Baker Tilly empowered member firms to swiftly and correctly adopt the new brand across all touchpoints. The platform is also helping facilitate a forum which brings together both marketers and non-marketers from every member firm; allowing them to collaborate and share best practice around managing the brand. This is providing an invaluable support to teams of all sizes throughout the business, and helping them to realise the benefits of working in a much more cohesive manner. The Brand Portal is based on the Brandworkz cloud-based Brand Management platform that allows organisations to centralise, control, manage and share marketing and brand content, guidelines and messaging.
Delegates will learn about:
- Engaging senior stakeholders in the Brand Management process
- Fostering collaboration and best practice in Brand Management
- Managing the brand on a regional vs local level and ensuring relevancy
- Using Global Brand Ambassadors effectively