What’s Your Name Again? Navigating a Corporate Rebrand or Repositioning

  • 7:30 AM
  • Western Continuing Studies, 355 Wellington Street

When: Wednesday, October 22nd | 7:30am
Where: Western Continuing Studies | 355 Wellington Street
Tickets: $25 IABC members and students | $35 non-members

Buy tickets.

Register by 3 p.m., Monday, October 20th

RebrandingImagine waking up one morning with a new name, a new persona or a new way of presenting yourself to the world – it would be disorienting to say the least.

Many organizations experience this same phenomenon during a corporate rebranding or repositioning process. As a communications professional, at some point in your career, you may be part of this process and we want to make sure that you have the tools you need to succeed.

Come to our panel discussion to learn about the recent rebranding experiences of two of London’s most iconic brands – Western University and Libro Credit Union. You will also get insights from some of London’s leading marketing and communications agencies around their experience helping organizations plan, create and (re)launch new brands.

What you’ll learn:

Insider insights around why organizations decide to rebrand,
Best practices, and potential challenges, during a rebranding or repositioning process,
Top 3 recommendations for communications professionals when planning to (re)launch a new brand or brand position.

About our panelists:

1. Tania Goodine
Executive Vice President and Coach of Engagement
Libro Credit Union

Tania Goodine is Libro’s Executive Vice President and Coach of Engagement. She has been with Libro since 1990, where she has worked to help Libro build its brand and grow in southwestern Ontario’s communities.

At Libro, Tania is responsible for leading the brand and stakeholder engagement with staff, owners, and communities in southwestern Ontario. She supports teams responsible for marketing & communications, human resources, and strategic planning & innovation. She has guest-lectured on a number of marketing topics at credit union events and seminars across Canada.

Tania holds a Masters of Business Administration in marketing and organizational behaviour from York University, and a Bachelor of Arts in honours psychology from Western University. She is an Associate of the Credit Union Institute of Canada, and has completed executive education programs at Schulich, Queen’s and Wharton schools of business.

2. Terry Rice
Director (Marketing and Creative Services)
Western University

Terry Rice leads a team at Western that sets strategy and produces print and electronic projects that support undergraduate recruitment, alumni and development communications, web design, social media and mobile communications.

Terry has led strategy, written ad copy and art directed advertising campaigns that have appeared in Maclean’s Magazine, Enroute Magazine (Air Canada), The National Post, The Globe and Mail, The New York Times Book Review, South China Morning Post and Hong Kong Economic Times.

Terry completed the High Potentials Leadership Program at Harvard Business School (Executive Education) in 2014. He earned his Bachelor of Fine Arts degree (1998) and his Master of Arts degree (Journalism 2000) from Western University and since August of 2000 he has worked full-time in the University’s Department of Communications and Public Affairs.

3. Patricia Hoffer
Vice President and Senior Strategist
Lashbrook Marketing & Public Relations

As VP and Senior Strategist at Lashbrook Marketing and PR, Patricia designs and implements insightful marketing and communications solutions for corporate and public sector leaders. Initially a business journalist in Ottawa and Northern Ontario, Patricia has channeled her passion for storytelling into a diverse public relations and marketing career that spans health care, education, business, fund development and the arts. In particular, she is drawn to courageous clients with challenging and innovative projects.

Patricia emigrated from Trinidad as a young adult and has lived in the London area for more than 17 years. She is an active community volunteer and currently sits on the Fanshawe College Board of Governors and serves as past chair, Junior Achievement of London and District Board of Directors.

4. Mary-Ellen Willard
adHOME Creative

Mary-Ellen is the co owner of adHOME Creative, a local advertising agency with 25 staff servicing regional, national and global clients. Their agency has successfully launched rebranding efforts for Western Fair District, Canada’a London, Ontario’s Southwest Tourism, Sifton, Tender Tootsies and Maple Leaf Foodservice, to name a few.

Mary-Ellen has over 20 years of marketing and communications experience focusing on brand strategy, conceptual design and content marketing. A graduate of Western University, she spends a great deal of time giving back to the community. She was part of our IABC Virtuoso Committee for many years and currently serves as our IABC Director of Communications.