American Management Association
Identity
Visual Systems
Repositioning AMA
Since 1923, the business community has turned to the American Management Association for the practical training and business tools needed to improve personal performance and organizational success. Today, AMA, a global not-for-profit, membership-based association, provides a full range of management development and educational services to individuals, companies and government agencies throughout the world.
Challenges
Improve the image and stature of American Management Association among key audiences
Create a strong, global presence
Broaden its reach into corporate markets
Build value in membership
Actions
Repositioned the AMA from a middle management seminar organization to a global leader in professional management education
Adopted a one name brand model to convey a unified, global organization and leverage communication expenditures
Developed a new logo and visual system to support the repositioning effort
Initiated a more targeted direct marketing effort