Press Releases

Verse Group Assists American Management Association in Navigating Road Ahead

NEW YORK December 4, 2007 — The American Management Association (AMA) is charting a new course in the fast-changing world of professional development. The organization has selected Verse Group to assist in developing a new brand story and multi-platform marketing campaign. AMA is the unmatched leader for professional development; supporting leading corporations and hundreds of thousands of executives every year. AMA has evolved its experiential learning approach to fit the needs of today’s business. But the image of AMA has not evolved as quickly as the reality. “We have selected Verse Group to help us shape a new AMA brand story,” said Laurie Broderick, Director, Customer Relationship Marketing “because of their innovative approach in transforming customer insights into effective marketing metaphors.”

“Our Narrative Branding® methodology identifies the needs of customers, and helps us understand the role AMA will play in their lives,” said Michael Thibodeau, co-founder of Verse Group. “The new story must help customers envision how AMA’s experience and guidance can support their growth.” The new program will highlight AMA’s offerings for all levels of management. “The AMA brand has always stood for thought leadership and experience. Now is the time to get out the message about their unmatched portfolio of professional development solutions and resources,” said Randall Ringer, cofounder of Verse Group.

The new AMA brand story will share the ways that AMA’s experiential learning and on-going support lead to superior organizational performance. Verse Group will be supporting the AMA on a multiplatform marketing campaign based on the new brand story. The campaign will include advertising, tradeshows, internal communications and online efforts. The campaign is expected be launched in 2008.