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 Wednesday, November 1st from 12:30pm-1:30pm EST / 4:30pm-5:30pm GMT we hosted Gillian Culhane, Vice President of Corporate Communications, AerCap, the global leader in aviation leasing with a portfolio of over 1,700 commercial aircraft, 1,000 engines, 300 helicopters and an order book of over 400 new technology aircraft. AerCap serves 300+ customers around the world with comprehensive and tailor-made solutions that are unrivaled in the leasing business.

Gillian was joined by Duncan Kelly, Design Director, Patrick Kampff, Senior Strategy Director and Philip Davies, EMEA President, Siegel+Gale for an in-depth conversation that explored how a market-leading company used brand as a key lever for growth after a major acquisition.

Our audience learned how to:
Reposition a brand post-acquisition to better represent the evolved entity
Design a new visual system and a striking new wordmark
Redefine a brand purpose and business principles
Activate a new brand identity to unite stakeholders