Challenge
Repositioning for relevance

Founded in Atlanta in 2001, Kettering Executive Network was a group of experienced and successful executives representing all industries and disciplines. It existed to facilitate executive peer relationships for support and personal growth in all stages of its members’ lives. Kettering events and activities were designed to help its members continue that level of success through shared business contacts, knowledge and ideas. Unfortunately, over time the organization’s membership included a significant percentage of in-transition and out-of-work executives. Further, with the emergence of other professional organizations such as Leadership Atlanta, Kettering was becoming less relevant. When the long-standing head of the board decided it was time to retire, the remaining board members seized upon the opportunity to reposition the organization. FullSurge was brought in to lead the efforts.

Solution
Let’s play offense and be proactive

FullSurge conducted a brand vision workshop with Kettering’s board of directors to start the dialogue on how to reinvigorate the brand. From this workshop, we identified the following key imperatives to once again become relevant:

  • Kettering must transition from a reactive/defensive state to a proactive/offensive state
  • Kettering must move from an in-transition/out-of-work state to a pre-transition/employed state
  • Kettering must recognize its competitive set was broader than thought and the “pay it forward” messaging was not differentiating the network – simply the mechanism for facilitating servant leadership

We recommended repositioning Kettering as the executive community that helps senior leaders get ahead of the gig economy curve and own their career life cycle. To relaunch the brand and bring the new positioning to life, we created a visual identity and tagline that was dynamic and current. FullSurge also developed the new Kettering website.

We recommended repositioning Kettering as the executive community that helps senior leaders get ahead of the gig economy curve and own their career life cycle.
New Logo Kettering 1@2x
Collateral Kettering 2
Signage Kettering 3
Print Kettering 4
Signage Kettering 5
Impact
A new brand and a new website for a new member base

Kettering fully embraced our repositioning recommendations, including revamping many aspects of its programming to be more in line with the new positioning. It has seen its membership base skew both younger and more female. Additionally, many more currently employed executives are joining the organization.

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