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Association for Accounting Marketing Brand Development

Association for Accounting Marketing Brand Development. AAM Branding Task Force June 8, 2011. Branding Task Force. Mitchell Reno Rehmann. Erinn Keserica Frazier & Deeter. Eric Majchrzak Freed Maxick. Katie Tolin Rea & Associates. Kristen Lewis EisnerAmper. Prior Brand Traits.

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Association for Accounting Marketing Brand Development

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  1. Association for Accounting Marketing Brand Development AAM Branding Task Force June 8, 2011

  2. Branding Task Force Mitchell RenoRehmann Erinn KesericaFrazier & Deeter Eric Majchrzak Freed Maxick Katie TolinRea & Associates Kristen Lewis EisnerAmper

  3. Prior Brand Traits • Accounting Industry Invisibility • Networking and Friendships • Old Fashion Brand • Limited Value Proposition

  4. Sources That Informed • Members • Volunteers • Board members • Management • Vendors • Summit attendees • Consultants • Various external audiences • non-members • centers of influence

  5. Branding: What’s the Process? • Executive Overview • Situation Analysis   • Goals & Strategy • Audience/Communities • Optimal Brand Platform • Tactical Marketing & Communications Plan

  6. Other Important Considerations • By-laws & Charter • Long Range Strategic Plan (2009) • Operational Plan (2010) • Organizational Structure (2010)

  7. Recommendations to the Board Redevelop the Brand • Maintain the name • Develop a tagline and icon that conveys “strategic practice growth” • Build a branding platform & communication model to reposition the organization

  8. Project Components • Logo • Letterhead • Social Media • Publication/Journal Template • AAM Minute Template • Email Template • Website shell (not a full re-design, yet)

  9. Other Recommendations • Mission • Purpose • Objectives • Membership Categories

  10. Optimal Brand Position • Brand Promise • To provide industry-leading information, resources and thought-leadership to the accounting profession • Personality/Attributes • Professional, cutting-edge, passionate, collaborative, industry authority, strategic & friendly • Messages

  11. Previous AAM Logo New AAM Logo

  12. Previous AAM Homepage New AAM Homepage

  13. Previous AAM Minute New AAM Minute

  14. Previous Publication New Publication

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