Evolving Our Brand Strategy
Category: Strategic Communications | Marketing/Promotion Campaign | 102c. Branding Refresh
About Project
The Center for Creative Leadership (CCL)® recently underwent a brand development effort aimed at strengthening our legacy position, aligning our organizational strategy, and positioning us for furthering awareness and building positive perception. The comprehensive initiative sought to build upon our mission, while setting a new and bold vision for our future.
The key outcomes of our brand work were:
• To develop a credible, differentiated positioning that aligns with our vision and mission, and sets the stage for future growth
• To create a bold, refreshed, and more inclusive expression system to signal who we are and to engage audiences
• To cultivate a plan to activate our new brand and campaign across all touchpoints, with every audience, to signal and sustain our transformation.
Our fully integrated global campaign emphasizes the human-powered approach to leadership, focusing on our core belief that leadership is a social process that expands the limitless potential in people, organizations, and communities.
We believe in people and their powerful potential – and people believe in us. At CCL, we’re for the first time leaders, the global CEOs. At CCL, we’re For All Things Humanly Possible. This reflects our belief that with expanded mindsets, capacity, and capabilities, extraordinary achievements are within everyone’s reach.
