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Launching New Brands and Internal Communications Initiatives at BrandExtract

October 10, 2016

Summer 2016 at BrandExtract was full of laudable accomplishments, ranging from improving internal communication programs to launching new brands. We also led speaking engagements at major conferences, developed responsive websites, and devised new names for our clients. Now, with the long hot days of summer behind us, the BrandExtract team is excited to share a few exceptional highlights from last quarter.

New Brand Identity for Leading Construction and Engineering Association

BrandExtract partnered with ECC Association, an association of leaders in the engineering and construction management world. ECC supports industry advancement through numerous programs in addition to a yearly conference to enable rich relationships and unique opportunities to form through sharing valuable insights and experiences. BrandExtract wanted to convey the value of the newly branded PerspECCtives Conference, while also drawing attention to the association as a whole. The new brand and website properly evokes the unique value of ECC and effectively communicates their mission. This new brand identity was revealed at ECC's annual conference in order to generate excitement and awareness of their new direction. View their new website at

Jonathan Fisher Speaks at XChange Conference

BrandExtract Chairman and Co-Founder Jonathan Fisher partnered with Managing Director at All Covered, Jason Wright, to present at the XChange Conference - an IT solution provider and technology vendor symposium. The conference was held in San Antonio, Texas on August 20-23, 2016. Fisher and Wright presented “Top Performing Sales And Account-Based Marketing Strategies”, which discussed specific models and top tips for focusing sales efforts. Fisher also presented “Developing Sales Playbooks And Productization To Win More Business At Higher Margins”, to share best practices to help solution providers differentiate their businesses, products, and services. Following the XChange conference, Fisher gave a webinar for conference attendees who wanted a deeper dive into developing sales playbooks. View his presentation. 

Introducing Exectras to the World

BrandExtract rebranded and renamed TransAct NAP, a member-based discount services company, to introduce Exectras. The rebrand objectives included creating a strong platform to better communicate how Exectras meets their customers’ needs, plus make their business and lives better. Along with a new name and new brand, BrandExtract restructured Exectras’ offerings in three separate categories so they are clearly defined for Exectras’ members, and to help them expand to new markets. BrandExtract is also rolling out new strategies and tactics to help support the new Exectras brand, including PPC campaigns, email campaigns, and a new digital experience.

BrandExtract Launches New Name, Brand and Digital Experience for FW Cook

BrandExtract helped a leading compensation consulting firm, FW Cook, develop a stronger market presence, standardize their company name, and articulate their service offerings. FW Cook’s strong, independent brand stands apart from their competitors and articulates their breadth of experience. By clearly identifying each of FW Cook’s services, they are now more visible and able to address the needs of their management, board, and third party referrers. Through a discovery and assessment, BrandExtract helped FW Cook rediscover what their brand means and how unique they are in the compensation consulting industry. Now, the FW Cook brand is consistent and reflects who the firm is today. See their revamped website at

Strengthening Internal Communications and Reinforcing Safety for Distribution International

BrandExtract continued to support Distribution International (DI) through internal communications projects. DI was launching a Sharepoint intranet to provide a central location to access important information and help employees operate more efficiently and consistently. BrandExtract branded the portal with a new name and logo, as well as created a fun campaign to help with change of management and employee engagement. This email marketing features different functional departments each month and various contests and promotions to drive visits to the campaign.

BrandExtract partnered with DI’s safety charter to develop a campaign to enhance safety awareness and instill a culture of safety. We created a league of safety heroes to remind employees of safe practices in the workplace, along with custom illustrations to feature four unique safety characters and comic strips to show common safety mishaps. Since launching the campaign, we have rolled out a direct mail piece, a series of posters, giveaways, and other initiatives to recognize employees practicing safety at work.

Looking Ahead

We are anticipating the conclusion of several exciting projects in the next few months, such as the rebranding and renaming for Spaulding for Children, a children adoption agency, and Hanszen-Laporte, a Houston-based law firm with a wide array of clients. BrandExtract is also helping with media outreach for the second annual Texans and T-Bones event, which benefits the Brian Cushing Foundation. Stay tuned to see how BrandExtract closes out 2016 and what we have coming up for 2017.