|The Depth of Marketing: A Rebranding Case Study by Burkey Belser|
Date of event: 9-23-2019
Time of event: 12:00 noon
Location of event: Reed Smith LLP,
Three Logan Square,
1717 Arch Street,
Philadelphia, PA 19103
It’s a Brand New World for the American Bar Association. The historic, iconic organization had multiple challenges, including varying logos and identities, and loss of members. We will learn how Greenfield/Belser tackled the problem through:
• Lots of research in the search for answers
• A complete makeover of logo and ALL of the attendant materials, including print and online, as well as the redesign of 37 magazines, including the vaunted ABA Journal.
• An extremely complex member journey targeting seven personae using marketing automation.
Our group will be one of the first to hear this story and the depth of the marketing tale. While most, if not all, law firms are not even close to this kind of effort, it paints a picture of the future, and a process, and is relevant to firms of all sizes.
Please join us as we start our new program year.
Burkey Belser is the managing partner of Finn Partners Washington, DC, office and one of the firm’s creative directors. He and his wife, Donna Greenfield, founded Greenfield/Belser, recently acquired by Finn, focused on B2B services marketing.
Burkey pioneered legal services marketing, was awarded the Legal Marketing Association’s Lifetime Achievement Award and is a member of LMA’s Hall of Fame. He has won hundreds of awards in every major field of graphic design: identity, collateral, Web, periodicals.
And, we have all seen Burkey’s work! In 1997, he received a Presidential Design Award from President Bill Clinton for his design of Nutrition Facts, the nation’s food labeling system, which the New York Times reported to be the most frequently published design of the 20th century (and now the 21st). He served for two years as the president of the Art Directors Club of Metropolitan Washington.
Greenfield/Belser’s work and studio has been featured in over a dozen books. Burkey has been quoted on brand design topics by the Wall Street Journal, New York Times, Washington Post, Los Angeles Times and dozens of industry publications. American City Business Journals has twice sponsored nationwide tours with Burkey as the solo speaker on business-to-business marketing in18 cities.
His recent client engagements include work for LBMC, Proskauer, Polsinelli, SHRM, Avenue4, Clifford Chance, Ice Miller and the American Beverage Association.
Here’s a link to a blog post about marketing’s direction: https://greenfieldbelser.com/blog/marketers-are-measuring