Brian Babineau is departing Arnold Worldwide where he has served as EVP, social content systems, to join Boston-based Allen & Gerritsen as chief strategy and engagement officer. In this newlycreated role, he will join the executive leadership team and oversee brand strategy, engagement strategy and media and distribution strategy. Babineau has spent much of his career creating andexecuting campaigns for brands including Progressive, Jack Daniel’s, New Balance, Hasbro, IBM, AT&T, Dunkin Donuts, American Express and Allstate. Prior to his time at Arnold Worldwide,Babineau held senior roles at Digitas and the Digital Influence Group.
NYS Entity Status
NYS Filing Date
JUNE 20, 2013
NYS DOS ID#
NYS Entity Type
DOMESTIC LIMITED LIABILITY COMPANY
2013 - ENGAGE BRAND STRATEGY LLC
Around the Web
- Revolving Door: Allen & Gerritsen Appoints New Chief Strategy And Engagement Officer
Tuesday Aug 22, 2017
- Little Games, Big Engagement
Friday Sep 23, 2011
One of the challenges brands often face when they look at getting into gaming is cost and time. Concepting a game people will actually play takes a great deal of time and specialized skills. Butsometimes, the simplest games can engage thousands of people if the right circumstances come together.
- Ultra-Luxury Brands Breaking Into Emerging Markets
Wednesday Apr 26, 2017
Alongside Brazil, India, and China, other emerging markets, like Iran, South Africa, Indonesia and Malaysia, are set to hit their stride in the coming decade. The significance of flexibility andcollaboration will increasingly become key in luxury brand marketing strategies within these areas.
- 5 Ways To Reach Hispanics During Hispanic Heritage Month
Monday Oct 2, 2017
With Hispanic Heritage Month in full swing, which runs from Sept. 15 to Oct. 15 and coincides with the Independence Days of Mexico, Guatemala and Honduras, here are five places brands should considerin order to connect with the Hispanic community and build brand loyalty.
- Why Brands Still Don't Have A True Hispanic Marketing Strategy
Thursday Dec 29, 2016
You have likely read the numerous articles and studies that highlight Hispanic consumers in the United States. Particularly, analysts and media tout the incredible growth, young demographics,amplified spending power and hyperactive digital and mobile consumption of the Hispanic market - all of which make it one of the most attractive demographics for marketers. However, U.S. Hispanics arevastly underserved, and the opportunities to reach them through digital remain largely untapped.
Three core ingredients that will help you ensure your new brand sticks.
Tuesday Jun 20, 2017
Have you ever invested a bunch of time and energy in a project but the work just didn’t stick? Take, for example, strategic planning. After months of deep thinking and hard work, it’s a shame when good work ends up sitting on the shelf in a binder, not actually getting implemented. There are few things more frustrating—and unfortunately commonplace—in the nonprofit world, when every day and dollar counts.
When it comes to building a strong nonprofit brand—the type of brand that has equity, that stands out, and that inspires support—the work must take hold internally. Like the roots of a tree, the deeper and more established they are, the stronger and higher the branches and leaves can grow. If staff are not aligned internally or equipped with the right internal resources, chances are they will hit big roadblocks when trying to communicate externally, diminishing the consistency and expression of the new brand.
Here are three core ingredients to help you build an enduring nonprofit brand that sticks—from the inside out.
1) Brand team. Building and maintaining a strong nonprofit brand takes a village. Bringing the right people into the process and establishing their ownership of the new brand is integral to getting the work right and ensuring it sticks long-term. Staff, leadership, and other key stakeholders should be tasked with clear assignments and responsibilities, ideally from the very start of the rebranding process. Brand trainings and clear protocols for using the brand can help, and clear accountability post-launch. Trying to form the right brand team? Take a look at this blog post I wrote a few months back about getting through a rebrand with the right people on board. (Sarah also has some practical tips for engaging Boards in branding efforts.)
2) Brand tools. Your team also needs the right tools for your brand to stick. This starts with the development of a brand strategy, then the brand assets including a strong visual system and messaging platform. Take a look at Sarah’s primer on the elements that make up your brand and how to create a winning brand strategy. Translate those assets into accessible tools that your team can easily use and apply in their day-to-day work to make it easy to use for staff. This is where a great brand guide is useful, as well as an awesome image bank of pre-approved photography that helps tell your story visually, easy-to-use templates, boilerplate copy, elevator pitch, and other resources that staff, board, and other stakeholders can use to stay on-brand in their work.
3) Brand culture. For a brand to stick, staff must believe in the relevance and power of branding as a strategy for nonprofits, and their own role in maintaining it. Without this fundamental belief in place, the work will struggle to take hold. Thoughtful stakeholder engagement during a rebrand process, followed by brand education and trainings post-launch, should be part of the equation. Consider a series of informal lunch-and-learn sessions in your conference room on the topic of communications. Circulate articles in advance like the ones we’ve referenced above, or consider watching a pre-recorded webinar like this one to jumpstart the conversation.
Before embarking on your next big project—whether it is a branding initiative, communications strategy, or beyond—think through your plan for getting your efforts to stick. Your organization will need these three key ingredients: a brand team, brand tools, and a brand culture to make sure your rebrand truly takes root and endures.