Here’s what you missed — Episode 192: Decoding Your Company’s True Brand Purpose

Guest: Amy Messano CMO, Altair

Renegade Thinkers Unite has moved to renegade.com! As a subscriber, you should have received an email with the subject line ‘Activate your Email Subscription to: Renegade Thinkers Unite’. It may be buried in your inbox, or even the spam folder, but if you click the link in that email, you’ll continue getting notifications when each week’s new episode is published.

Brands must be handled with care. They are emotional, enduring, and convey everything a business stands for, so it behooves CMOs to ensure that their company’s brand purpose and the messaging around it are not tone-deaf, but accessible—so accessible that they become a rallying cry for employees and customers alike and speak to any challenge that may come your way.

Now, how can you achieve this? At Renegade, we suggest finding a common story and articulating it in six words or less, which is exactly what Altair did when the software engineering firm launched its “Only Forward” campaign. As CMO Amy Messano explains, they knew that their decision to rebrand during COVID was the right one; firstly, because they had previously put in nearly a year of hard work to find their brand story, and secondly, because their purpose gave employees hope in an otherwise unpredictable moment—the true acid test for a successful brand refresh.

In this week’s episode of Renegade Thinkers Unite, Amy shares the story behind Altair’s mid-COVID rebrand, including how she used her “engineering pocket translator” to discover their purpose-driven story statement, how they activated their employees with the new message, and how they’ve measured its success thus far.

Leave a Reply

Your email address will not be published. Required fields are marked *