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Huddler Amy Messano on Ad Age

July 15, 2020 11:08 AM | Anonymous member (Administrator)

When Amy Messano joined Altair as CMO in early 2019, the global tech company was in the middle of an acquisition spree that radically reshaped it. With 30 or so new companies merged into one, Messano had to make sure it became a cohesive branded house and not a chaotic house of brands. To do that, Messano and her team spent close to a year conducting research among their 3,300 employees and hundreds of customers, ultimately developing a new vision for the brand. Then the pandemic struck.

Not wanting to appear tone deaf, Messano considered holding off on the launch. But a bit more research with employees and customers revealed that their new rallying cry, #OnlyForward, was actually a welcome message of positivity in a time of uncertainty. Messano discusses how the rebranding came into being, how the team gained employee and customer buy-in and how they knew their efforts were indeed well-timed.

Altair's CMO discusses how the launch became a message of positivity in a time of uncertainty. 

Read the full Q&A on Ad Age: Why the Pandemic Didn’t Stop a Global Tech Company’s Rebrand

Listen to the Episode: Decoding Your Company’s True Brand Purpose

CMO Huddles is a DBA of Renegade, LLC. 1397 2nd Ave #177, New York, NY 10021

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