Amanda Brinkman of Deluxe Shows How a Meaningful Content Program Can Reinvent a Brand and Drive a Revolution

December 1, 2016

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%, 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.