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Building Brand Champions | ARAMARK | Part Two

ARAMARK worked with a meeting planning company to produce a one-hour road show. The show included a skit performed by Broadway actors and a multimedia presentation of the political, cultural, and economic milestones that gave a context for the company’s metamorphosis. Neubauer reinforced key messages about the company’s heritage and its leadership in the industry. His overarching message, “Employees are the heart of our success and convey our company’s top-tier delivery of services,” was supported by a new brandmark. Designed by the Schechter Group (now part of Interbrand) the mark embodies the star quality of the employees and supports the new brand promise of “managed services, managed better.”