Over the past decade, ACR expanded through strategic acquisitions, bringing together multiple brands, legacies, and companies. The marketing team faced the challenge of unifying these diverse entities and conveying the shared complexities of sourcing, manufacturing, and supply chain leadership, while fostering a cohesive internal culture.
We were hired to produce a video for an internal sales team conference on a short timeline. The video needed to excite and inform the team about the rebranding process, demonstrating how the marketing team's efforts would benefit the unified ACR vision.
We adopted a strategic, collaborative approach by engaging with key stakeholders: the marketing team, Private Equity investors, the advertising agency, and sales team members. Through these insights, we crafted a compelling story that highlighted ACR’s rebranding journey while emphasizing the shared benefits for the entire company.
The video was a massive success, earning standing ovations at the conference. Private Equity investors, who work with numerous companies, praised it as a new gold standard. Most importantly, the rebrand became a shared project, with the marketing team gaining the full support they needed, uniting the entire organization behind a common vision.They now have a full band playing their song.
My organization engaged Thesis to create videos to explain an extensive rebranding project for the company. Our brand story is complex and the approach we took to rebranding involved a conceptual methodology called 'brand arch-typing'. Thesis carefully listened to our story and developed the perfect approach! Our videos have been incredibly well-received by employees and customers and business partners around the world.
