The Planner On… Adapting to Change

By Angie Ahrens, April 4, 2017

Change. Whether you’re for it or against it, it happens. I tend to keep a “change is good” mentality and am always looking for ways to switch up our events.

But sometimes change happens on a bigger scale—like a company rebrand. Connect, formerly Collinson Media & Events, went through two major changes in 2016. (Did you hear we were acquired by U.K.-based Tarsus Group in December?) Change may be thrilling to me, but it evokes challenges in creating brand consistency.

When we changed our company name, for example, all our event names changed too. Collaborate became Connect Corporate. On the positive side, since we began using “Connect” as the name for all our events, some on-site collateral could be reused (like the life-size letters you saw at our 2016 show).

A rebranding was the perfect time to change other pieces of our events. Take our 2016 education, which was staggered by different time blocks and levels of expertise. This year, you’ll continue to see a shift in presentation styles, speakers and how information is delivered.

As we continue in our second year as Connect, we are still working to ensure our marketing materials are updated accordingly, as well as getting the word out to attendees, suppliers and partners about our new name. It’s a process that takes time.

At the end of the day, if you’re going through a rebranding, remember not to change too much. A rebrand should not take away from your company’s mission. Don’t alter so much you end up losing who you are as an organization.


Angie Ahrens changeAngie Ahrens, CMP, is senior director of meetings and events at Connect, overseeing the programming of all Connect events.

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