We began with a series of interviews with stakeholders from each association, and then spoke directly with members of the combined board. The goal was to find the common thread between the three organizations. After capturing feedback and reviewing a host of additional material, we then conducted focus groups with members and non-members of each of the three organizations.
Following a highly disciplined process, we were able to identify key attributes of the new brand that had the potential to secure broad consensus. Our work culminated with the successful adoption of a brand story, brand promise, and brand statement, as well as a new name for the organization: EPICOMM.
The EPICOMM brand was launched with great success in the fall of 2014.