Ep. 11: Rebranding Is About The Culture, Not The Logo.

Photo © Crystal Ridge.

The move to a new brand, name or visual identity generally signals a recalibration of a company message in line with new or refreshed business objectives. In fact, rebranding presents a unique opportunity to examine a company’s cultural climate in light of its goals.

Not many people associate a law firm with innovation, brand experience and employee engagement. Today’s guest, Paul Darwish, Chief Development Officer at Graydon, a 140-year old law firm out of Cincinnati, shares with us his firm’s exceptional journey through rediscovering its true identity.

In today’s episode, you will learn:
– How Graydon went through a re-branding that was more than just changing the logo.
– How the firm have developed a focus on innovation.
– How their re-branding initiative changed its relationships with its customers, but also and mostly with its employees.

This episode is brought to you by Fusion Alliance. Fusion Alliance delivers holistic solutions fusing together data, digital and technology to redefine customer experiences and move your ideas to execution. That’s why businesses across multiple industries have relied on Fusion’s expertise and partnership for over 25 years.

If you want to send me feedback, suggestions for future topics or guests, you can reach me at svincent@exsummit.com or on Twitter @eX_Summit.

Thanks for listening.

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