Managing A Re-branding, Across A Diverse Set of Brands, While Improving Employee Engagement & Customer Experience – ROGERS COMMUNICATIONS

Rogers is one of Canada’s greatest success stories. Founded
over 50 years ago, Rogers now has many lines of business and a
rich, diverse collection of assets including: wireless and cable
products, home monitoring, many sports and media properties.

What Rogers didn’t have was a communications expression that captured the full spirit of the brand and that was relevant to the full brand footprint. Thus, they took on the challenge of developing a new creative look and feel plus tagline that works well across multiple communication vehicles and lines of business. If it doesn’t resonate well with your employees, then you have missed the mark.

This session will share the lessons learned from this large scale
re-branding project, including:

• How do you know its time to do a brand refresh?
• What is a good process?
• How do you measure success?
• How will rebranding efforts impact or even improve employee engagement and customer experience?
• How to use your employees as your ultimate litmus test for re-brand identity success

Shelagh Stoneham, SVP & GM Brands and Marketing
ROGERS COMMUNICATIONS