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Laurie Tucker’s dedicated marketing speech outlines how vital it is to a company’s public image to ensure that their brand remains solidified in the minds of not only its consumers but also its employees.
Tucker uses her role as the Senior Vice President of Corporate Marketing for FedEx as an example of how to maintain continuity in one’s brand even while undergoing a massive overhaul. She explains that while it was difficult to shorten the company’s name from Federal Express to it’s abbreviated version without eliminating elements of its branding that had become entrenched in the corporate culture—it was possible.
As Tucker explains in this dedicated marketing speech, the potential for innovation is still possible while maintaining brand recognition so long as the key components that define the company remain intact.