August 24, 2016

How do you communicate the reinvention of a brand? Deluxe tells its tale

Amanda Brinkman

Amanda Brinkman

What do you do when you are challenged with communicating the reinvention of an iconic American brand, while also needing to pay respect to the company’s 100-year heritage? Tricky! If you are Amanda Brinkman, chief brand and communications officer for Deluxe Corp., you think outside the box. And you go big.

IABC Minnesota recently interviewed Brinkman for the Minneapolis St. Paul Business Journal on exactly that topic, and how she is telling the story of a brand that had been known primarily for printed checks, to one that is helping foster a “small business revolution.” She shares her advice on the opportunities, and the pitfalls, that come with communicating a rebranding, including how to make the most of a limited budget, how to engage skeptical internal stakeholders, and how to measure your efforts to know if they have worked. Read the full article here:

You are invited to hear Amanda on this topic in person at our Sept. 7 luncheon in Minneapolis. Register here: