Amanda Brinkman of Deluxe Shows How a Meaningful Content Program Can Reinvent a Brand and Drive a Revolution
Amanda Brinkman is not one to shy away from a challenge. As the Chief Brand and Communications Officer of Deluxe Corporation — a century old company known originally for check printing — she had to change the perception of the brand as it evolved to an extensive business services company, while continuing to honor a landmark anniversary. (Plus, Deluxe had a brand awareness of less than 1 percent, and its advertising efforts were outspent exponentially by competitors.)
So Amanda Brinkman make two leadership moves that are now among the modern hallmarks of good marketing — she turned to her customers to see how she could impact their needs, and she explored how Deluxe could make a meaningful difference to its customers by championing an issue that's authentic to the brand.
The result was indeed a revolution — a small business revolution.
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Source
"Amanda Brinkman of Deluxe Shows How a Meaningful Content Program Can Reinvent a Brand and Drive a Revolution." The Internationalist. Number 79, 2016.