Battle Scars and Shining Stars: Transforming a Brand for a Disrupted Market
Rob Hyams | Chief Creative Officer | McMillan
Ange Williams | Chief Marketing Officer | DFIN
It’s a new era for established B2B enterprises. History, experience, and sophisticated products are undervalued by the new generation of buyers. New competitors don’t even need to generate profits, instead leveraging the investment funds to attract customers and dominate markets, often with narrowly focused point solutions.
What worked ten years ago is no longer relevant.
Join us for this session to learn how Ange Williams (CMO of DFIN) transformed an industry stalwart, Donnelley Financial Solutions, into DFIN — a modern competitor in the risk and compliance market with a new street name, an evolved brand foundation, and a fresh look and feel.
At the end of this session you will be able to:
Convince executives in a conservative company to buy into a brand transformation
Plan and optimize resources for brand development and bringing the brand to market
Bring your brand to market sooner with a rolling thunder approach versus a single, universal launch
Attendee Experience Level: This session is for those that have a basic idea of the topic, but very little experience implementing and for those who are experienced in the topic, but have not gotten to advanced concepts.