Rebranding in a Pandemic – An Amazing CMO Story

Guest: Julia Fitzgerald Chief Marketing Officer, American Lung Association

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Imagine you’ve spent the past year preparing to rebrand your organization. You’ve ticked off all the boxes—strategized with a cross-functional team, developed a robust communications plan, and defined your brand purpose—and you’re finally ready to start rolling things out, but then, the COVID pandemic brings the world to a halt. This is a moment for a big decision, do you still rebrand? Or do you put things on hold?

For Julia Fitzgerald, CMO of American Lung Association, the answer was to forge ahead. After all, if they were going to make their new brand promise real, if they truly were dedicated to fighting lung disease, then this was the perfect opportunity to do it. The rebrand didn’t come with all the bells and whistles that it normally would have, but this, perhaps, makes it that much more real. After all, as Ben Franklin once said, “Well done is better than well said.”

Tune into this week’s episode to hear about all about American Lung Association’s rebrand and how they’ve agilely pivoted their marketing efforts amidst the COVID pandemic, and if you want to learn how a rebrand can translate to demand generation, check out our recent report, here.

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