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State Farm:  Internal Brand Training Class

In order to bring a renewed spirit to a nearly 100-year-old brand with a rich history and an army of loyal employees, it was first necessary to provide internal education and evangelism around the basic concept of branding - what it is and why it is important. Once that was understood, employees were open to the idea of refreshing the brand's image to attract next-gen customers while paying tribute to the company's legacy. This is one of multiple training classes I wrote and delivered to help various groups within the company learn how to embody the refreshed State Farm brand - so they could then reflect that more youthful spirit outward to new markets and attract younger audiences.

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