How a Brand Evolution Drove A Cultural Transformation

One of the most common responsibilities CMOs have is the management of the brand, including, when appropriate, activities designed to strengthen and evolve a brand. When done correctly, the shift of a brand positioning drives product, service, and experience design, in addition to the commercialization (i.e., communication and selling) of the changes. And when done really well, a shift in the brand drives a cultural transformation from the inside out. To better understand how this is done in a B2B context, I talked with Josh London, CMO of IDG, the world’s largest tech media company.