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Rebranding a Global Organization

By Ryan Rieches

In this episode, BrandingBusiness Founding Partner Ryan Rieches speaks with Portia Mount, Senior Vice President, Global Marketing and Chief of Staff at the Center for Creative Leadership.  CCL is a global organization specializing in leadership development with headquarters in the US and campuses in the Americas, Europe and Asia.  The two discuss the recent rebranding process that the organization underwent: the challenges and the rewards that come with re-branding a long-standing organization with strong traditions and passionate and loyal colleagues.


Topics include:

  • Determining the right time to re-brand (2:03)
  • Clarity in brand promise and positioning (7:17)
  • Aligning client needs with brand experience (11:33)
  • Building a case for change (12:57)
  • Importance of consistency within a global brand (19:59)