OVERVIEW

Behind every great advancement in history, marketing has been at the forefront, telling the story and getting the word out to anyone who is willing to listen.

Marketing has a profound impact on the success of a company by way of its perception. Great perceptions guided by a solid brand, marketing strategy, vision, and mission can lead to an end state that builds ever-growing trust. The opposite is every marketer’s worst nightmare.

Yet, before launching this campaign, the CMA faced a challenge that involved garnering excitement in the marketplace for its members, past activation attendees, and prospective members.

The campaign’s objective was to make the CMA the top choice for marketing-related resources, including areas related to:

• Training
• professional development
• networking
• government relations
• marketing etc…

Reality Engine worked with the CMA by evolving the existing brand and positioning.

The pivot, while a subtle shift, had profound implications. Pivoting the CMA’s brand positioning meant a stronger focus on establishing emotional and social meaning amongst members. This went beyond the traditional positioning that solely focused on the practical benefits. The use of hands in the visual framework expanded on this idea, as hands can be a conduit between our minds and the world. It enables us to communicate, to act our will, and lastly connect with others.