AudienceView Rebrand
AudienceView sought to rebrand following a series of acquisitions, unifying its fragmented identity into a cohesive brand that clarified its market positioning and reinforced its leadership in the live events industry.
The Situation
Over three years, AudienceView had acquired over 13 B2B and B2C brands, creating a complex and disjointed portfolio. This “brand soup” led to significant confusion for both employees and customers, diluting the company’s value proposition and making it challenging to communicate its offerings effectively. The fragmented identity hindered AudienceView’s ability to position itself as a cohesive leader in the live events industry.
The Background
Recognizing the need for change, I advocated for a company-wide rebrand and secured executive buy-in to allocate the necessary budget. Partnering with the Jan Kelley agency, we launched an in-depth rebranding effort that included discovery workshops, stakeholder interviews, and a thorough audit of brand touchpoints. This process resulted in the adoption of a hybrid “branded house” model, unifying B2B offerings under the AudienceView name while preserving the independence of consumer-facing B2C brands. After careful deliberation, we chose to retain the AudienceView name, capitalizing on its 25+ years of brand equity.
The rebrand also involved the creation of a new visual identity, including a refreshed logo, vibrant color palette, and updated branding guidelines. The rebranding effort extended to the company’s website, marketing collateral, and product UI/UX design, ensuring consistency across all platforms and touchpoints.
The Analysis
The rebranding project was launched both internally and externally with a focus on engagement and alignment. Internally, we unveiled the brand at a company-wide town hall, complemented by branded gift bags and employee-specific materials. Externally, the new brand was introduced at a major industry trade show in New York City, generating excitement and positioning AudienceView as a leader in its field. Challenges during the process included creating a scalable visual identity and balancing the needs of the B2B and B2C brands, but these were addressed through close collaboration and strategic decision-making.
The Results
The rebrand yielded significant results, including a 5x increase in lead generation, 112% of annual targets achieved, 3x growth in click-through rates, and a 44% improvement in conversion rates. The unified identity enhanced internal alignment and market clarity, establishing a strong foundation for AudienceView’s future growth and positioning it as a leader in the live events industry.