AMA Selects Verse Group for New Branding Initiative
December 4, 2007
American Management Association (AMA) is charting a new course in the fast-changing world of professional development. The organization has selected Verse Group to assist in developing a new brand story and multiplatform marketing campaign.
AMA is a world leader in professional development and performance-based learning solutions, supporting leading corporations and hundreds of thousands of executives every year. AMA has evolved its experiential learning approach to fit the needs of today’s business. But the image of AMA has not evolved as quickly as the reality. “We have selected Verse Group to help us shape a new AMA brand story,” said Laurie Broderick, director of Customer Relationship Marketing, “because of their innovative approach in transforming customer insights into effective marketing metaphors.”
“Our Narrative Branding® methodology identifies the needs of customers and helps us understand the role AMA will play in their lives,” said Michael Thibodeau, co-founder of Verse Group. “The new story must help customers envision how AMA’s experience and guidance can support their growth.”
The new program will highlight AMA’s offerings for all levels of management. “The AMA brand has always stood for thought leadership and experience. Now is the time to get out the message about their unmatched portfolio of professional development solutions and resources,” said Randall Ringer, co-founder of Verse Group.
The new AMA brand story will share the ways that AMA’s experiential learning and on-going support lead to superior organizational performance. Verse Group will be supporting AMA on a multiplatform marketing campaign based on the new brand story. The campaign will include advertising, tradeshows, internal communications, and online efforts. The new campaign will launch in 2008.
About AMA
American Management Association is a world leader in professional development, advancing the skills of individuals to drive business success. AMA’s approach to improving performance combines experiential learning—learning through doing—with opportunities for ongoing professional growth at every step of one’s career journey. AMA supports the goals of individuals and organizations through a complete range of products and services, including seminars, Webcasts and podcasts, conferences, corporate and government solutions, business books and research. Organizations worldwide, including the majority of the Fortune 500, turn to AMA as their trusted partner in professional development and draw upon its experience to enhance skills, abilities and knowledge with noticeable results from day one. For more information visit www.amanet.org
About Verse Group
Verse Group is the independent brand consultancy that combines practical marketing experience with a storyteller’s creativity. Narrative Branding® is our strategic approach for creating branded language, visual identities and engaging experiences. Clients include Samsung, NXP, Coldwell Banker, R.H. Donnelley and LexisNexis. Visit www.versegroup.com/