Your Brand Was Built for Compliance. Acquisition Now Runs on Trust.

Is your brand keeping pace with how government agencies evaluate vendors? Explore how B2G organizations are rethinking positioning, identity, and credibility as acquisition priorities shift.

Presenter: Robin Vaitonis, Chief Operating Officer, Grafik

Panelists:

Micah Markman, VP of Marketing, Air
Lori Marracino, Vice President of Proposal Development and Strategic Communications, DCS Corporation
Gloria Schultz, Marketing Manager, Entarian

Government acquisition is evolving, with agencies identifying needs earlier, evaluating capabilities before formal solicitations, and placing greater emphasis on vendor credibility. For B2G organizations, a brand built around traditional compliance-driven procurement may no longer communicate the capabilities and differentiation buyers need to see.

In this GAIN 2026 panel, Robin Vaitonis of Grafik moderates a discussion with Lori Marracino of DCS, Gloria Schultz of Entarian, and Jen Gebhardt of Air. Drawing on three distinct branding challenges, modernizing an established defense firm, redefining a brand during rapid growth, and repositioning following an acquisition, the panel explores how organizations recognize when their brand no longer reflects their mission, build internal support for change, and measure whether a new identity is gaining traction in the market.

This course was delivered at GAIN 2026. GAIN is the premier B2G Marketing Conference, presented by GovExec.

Identify gaps between your organization's brand perception, mission, and growth strategy.
Recognize the business signals that indicate when a rebrand or repositioning may be necessary.
Build an internal case for brand investment using capture performance, pipeline quality, and recruiting data.
Explore how to modernize an established brand without losing the trust and credibility it has earned.
Develop a clearer category position that aligns with government buyer needs before formal solicitations.
Evaluate rebranding success through customer recognition, market adoption, and business outcomes.