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Building Brand Champions | ARAMARK | Part One

Branding is a Journey, Not a Destination.

Public companies routinely use road shows to bring their messages directly to key investors and analysts. It is also an effective tactic for launching brand initiatives. ARAMARK Chairman and CEO Joe Neubauer traveled to seven cities to speak to 5,000 front line managers to launch his company’s new brand and to align employees with the vision of the company. “If employees are excited and mobilized, then more than half the branding battle has been won,” said Bruce Berkowitz, former director of advertising for ARAMARK. “Employees carry the company’s culture and character into the marketplace.”