Owens-Illinois tapped Nike veteran Saga Shoffner to lead its “Glass Is Life” initiative in 2011. Glass container manufacturers were losing market share to alternative packaging suppliers, and the O-I executive team wanted to build a global movement that would underscore the value of glass and prompt brand managers to align their products with sustainability, health and quality.
“I knew, looking at it, that it was a big idea,” Shoffner says.
When the Business Marketing Association rolls out unified branding and relaunches its website on May 20, the changes go well beyond cosmetic. The transformation also will help the association better meet the promise of its new tagline, “BMA: Your connection to B2B.”
The association is moving quickly to solidify its role as the leading resource for business marketers.
By Andrea Tarrell, HNI
Branding and HR aren’t something we often think of as going together. But as the war for talent rages, focusing on the “employer brand” that our organizations project will become more important than ever.
Brand traditionally has been marketing’s turf, and branding your company to talent isn’t radically different than branding to prospective customers.
Khaled Ismail serves as regional VP of communications for the Greater Middle East and Africa at Tetra Pak. He has helped the food packaging company build a global brand that emphasizes innovation, customer focus, respect for the environment and social responsibility. “We protect what’s good,” he says.
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