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Brand Platform Story of Development
AMA-Richmond enjoys a strong local and national reputation earned as
a result of 46 years of leadership and success. To carry on—and
build on—that legacy, the AMA-Richmond Board of Directors recently
sought to revitalize our brand by creating a platform to better
reflect the personality and voice of our members and the marketing
community.
To kick off the brand refresh, we conducted an exercise known as a
visual brand driver. The outcome helped establish keywords that best
describe the current state—and future vision—of the AMA-Richmond
chapter. This became the foundation for the brand platform. Four
pillars defining our core function and purpose were added for
stability. And our mission tops off everything with a roof. This
sound structure we call the Brand Platform is a visual tool that,
with consistent use over time, will provide more distinctive and
ownable communications for the chapter, and a pathway for consistent
decision-making regarding everything from policy to events.
With the Brand Platform complete, the board then leveraged brand
strategists to create a new tagline, which emerged as a single word:
CONNECT. The word best represents the platform, clarifies the
message, and better positions AMA-Richmond in the market as “the”
place for marketing professionals to connect for networking and
professional development.
It is our hope that bringing this vision into focus will empower our
leadership in building a first-class brand that fuels continued
momentum for the chapter.
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© 2009 American Marketing Association Richmond Chapter, Richmond, Virginia All Rights Reserved
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