Unlocking Brand is our web series where our global brand consultants deliver actionable insights, host live case studies and answer key questions on the topics that matter to brand marketers today. Each episode we unlock one topic from brand purpose, strategy, design, naming, communication to experience, and more.

On Tuesday, July 18th we hosted Michelle Collins, Global Director, Marketing and Public Relations, BorgWarner, a global product leader that delivers innovative and sustainable mobility solutions for the vehicle market.

Michelle was joined by Matt Egan, Managing Director, Strategy, Jason Miller, Creative Director and Margaret Molloy, Global CMO, Siegel+Gale, for a conversation that explored how a leading B2B company used brand as a key lever for business transformation.

Our audience learned how to:
Link business transformation with brand strategy
Develop a dynamic logo and future-proof it
Activate a new brand that supports all stakeholders