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Building Brand Champions | ARAMARK | Part Three

Managers were fully prepped on the new brand vision and strategy. They received an “Ambassadors Kit” that contained a company history, copies of the new advertising campaign, a merchandise catalogue, and a graphic standards manual. In addition the materials included a manager’s checklist and a media launch schedule with explicit instructions on how to handle the launch, how to explain it to staff members, and how to implement the brand identity change. The CEO’s presence and passion combined with accessible brand building tools was a powerful combination that fueled ARAMARK’s growth.