The Reinvention of the Diebold Brand

May 29, 2015

Executive Summary

Collaborative innovation is the throughline that connects Diebold from the safe-maker it was in the 1860s to the services-led, software-enabled technology company it is today. Rachel McClary, Ph.D., VP of global marketing at Diebold, and Stratton Cherouny, founder of The Office of Experience, provided a blueprint for successfully reinventing a B-to-B vendor into a strategic partner based on a throughline of collaborative innovation.


"The Reinvention of the Diebold Brand." Rachel McClary, Ph.D., VP of Global Marketing at Diebold; Stratton Cherouny, Founder of The Office of Experience. BMA15, 5/29/15.

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