Becoming the Brand

Adrenaline’s CXO brings her branding acumen to Georgia Marketing Summit’s panel on brands living their purpose

Tuesday, February 19, 2019 – Taking place in February annually, the Georgia Marketing Summit brings together more than 250 Georgia-based brands in the leading statewide event for branding and marketing. This year on Tuesday, February 12 at the Ritz-Carlton Atlanta, the region’s best brand marketers gathered to connect, collaborate and communicate about challenges facing brands and best practices for solving them. Adrenaline’s Chief Experience Officer Gina Bleedorn was a featured speaker on an expert panel “Beyond Branding” – a robust discussion around brand authenticity and relationship-building.
This year’s panel drilled down into the meaning behind a brand, why it is so vital and one of your brand’s most valuable assets. On brand value, Gina says, “People come to branding with a host of preconceived notions. It’s our job to play the role of myth-buster to resolve unrealistic expectations and set right any misunderstandings about branding. We do that with clients every day by describing the role of brand purpose and our working definition of brand equity. We need to get on the same page with clients before we can begin ideating around their brand. ”

Sharing the stage with Elizabeth Ventura, SVP of consumer marketing at SunTrust and Nancy Bistritz, VP of communications and consumer education for Equifax, the panel was moderated by Steve Denker, senior director of marketing for Turner Broadcasting. Representing heavy-hitter consumer and financial brands, the experts gave examples of how their organizations are creating differentiation in a crowded marketplace. Gina says, “We call this a blue ocean strategy. You have an opportunity with any brand to move up the brand food chain away from a singular feature and toward meaningful brand experiences.” 

One recent example Gina shared was Georgia’s Own Credit Union which just changed the skyline of downtown Atlanta with their digital signage atop the iconic 100 Peachtree building. Gina says, “With Georgia’s Own, they really understood the value of a brand message versus a product message. It’s a risk to change a city skyline. Georgia’s Own did it right by lending their brand to the city and making the sign about paying homage and celebrating Atlanta. As such, people will associate their brand with supporting Atlanta and that’s the biggest brand play that they could do.” 

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