BROADCASTS.com

\u201cIt\u2019s not a marketing veneer. It\u2019s not a marketing campaign. It\u2019s embedded in our values, our behaviors, and how we show up in the world.\u201d Rebranding is a challenge many struggle with. But what if you\u2019re a 75-year old category creator like ADP? This week on the On Brand podcast, I was joined by ADP Senior Vice President and Chief Marketing Officer Lorraine Barber-Miller who took us behind the scenes of their first rebrand in the company\u2019s storied history.\nAbout Lorraine Barber-Miller\nLorraine Barber-Miller\xa0is an accomplished global Chief Marketing Officer recognized for building businesses and delivering exceptional financial results in both Mature and Growth Markets. Having advanced through the marketing, sales, and communications disciplines both domestically and internationally, she has led marketing transformation and entrepreneurial business building in over 100 countries globally.\nCurrently as Senior Vice President and Chief Marketing Officer for ADP, Lorraine has global end-to-end functional and financial accountability. In this comprehensive capacity, she is responsible for full client acquisition and lifecycle marketing through all channels including digital, direct sales, inside sales, alliance partners and third-parties across all products, client segments and markets. She is also personally leading the first global reinvention of ADP\u2019s brand in its 70-year history.\nEpisode Highlights\nHow did ADP tackle a rebrand this big?\xa0\u201cFor a rebrand to take hold, it has to be in the hearts and minds of our people. We involved all 58,000 associates. It started a beautiful conversation.\u201d Lorraine shared how their new #WhatAreYouWorkingOn messaging \u201cbrings to life what\u2019ve always known\u201d about the ADP brand.\n\u201cCharacter is behavior and behavior is culture. And culture is brand. Our associates are our best brand ambassadors.\u201d\xa0This doesn\u2019t happen overnight. Lorraine laid out their three-stage employee implementation process built on education, inspiration, and reinforcement.\nHow did ADP bring this transformation to life?\xa0\u201cWe showed up at new and unexpected places like SXSW.\u201d Lorraine shared their innovative smash-room activation as part of the event\u2019s future world-of-work track.\n\u201cWe need to be brave. We need to be bold.\u201d\xa0Lorraine shared why these values were key to ADP. \u201cWe could have remained a utility but we aspired to be a category of one.\u201d That requires bravery.\nWhat brand has made Lorraine smile recently?\xa0\u201cChannel \u2014 they\u2019re enduring and consistent. That goes back to founder Coco Channel.\u201d The focus on being chosen, wanted, and being.\nTo learn more,\xa0connect with Lorraine on LinkedIn.\nAs We Wrap \u2026\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\nOn Brand is sponsored by my book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0Apple Podcasts,\xa0Stitcher,\xa0Google Play,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0Apple Podcasts\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices