How a Rebrand Can Change Internal Behavior, According to This CCO


How a rebrand can change internal behavior, according to this CCO


Learn how the U.S. Chamber of Commerce’s Michelle Russo used storytelling to spearhead the institution’s first major rebrand in half a century.

Justin Joffe, Ragan Communications

It’s hard to tell a successful story about your organization when audiences still have larger questions about your mission and purpose. At these junctures, a carefully considered rebrand can engage internal and external audiences alike around a narrative that says what you want it to.

Ahead of her session at Ragan’s Brand Storytelling Conference on April 13, we caught up with Michelle Russo, CCO at the U.S. Chamber of Commerce, to learn how she holistically guided the institution’s first major rebrand in 50 years by telling purposeful brand stories rooted in authenticity and credibility.

Ragan: What do you consider the most crucial elements of an effective brand story?

Russo: Start with your mission and purpose, and the stories about your brand will surface naturally from there.

This month, we are celebrating the U.S. Chamber of Commerce’s 110th anniversary with an origin story that includes the local chambers of commerce whose original leaders had the foresight to create the powerhouse organization we are today. Because the U.S. Chamber and state/local chambers sit at the intersection of business, government and citizens, our legacy of service to society spans America’s most challenging times — from World War II through the global pandemic we are recovering from now.

Continue reading here…