GAIN 2024: Engaging Decision Makers Through Strong Branding

Reframe your brand to build trust and influence federal decision-makers.

Presenters: Deborah Reyes, Executive Director, Glocal Marketing and Strategic Communications, AM General, and Tyler Cooper, Senior Marketing Manager, AM General

Rebranding isn’t just visual; it’s strategic. In this session, Deborah Reyes and Tyler Cooper share how AM General rebuilt its brand from the inside out, starting with purpose, values, and internal alignment before moving externally.

Learn how they translated mission into messaging, created a distinct visual and verbal identity, and executed consistently across digital, content, and in-person channels to drive engagement and growth.

This course was delivered at GAIN 2024. GAIN is the premier B2G Marketing Conference, presented by GovExec. It happens in the DC Metro area each Fall.

How to approach rebranding as a strategic business initiative—not just a visual update
Why internal alignment is critical before launching external brand efforts
How to define a clear, mission-driven purpose that resonates across stakeholders
Ways to humanize complex federal missions to make messaging more relatable and effective
How to build a cohesive brand identity across visual, verbal, and digital channels
Strategies for increasing engagement through more intentional content and social media execution
How consistency across touchpoints drives credibility, recognition, and growth