Driving Brand Evolution from the Inside Out
Scott Heimes, Senior Vice President, Marketing & Consumer Solutions, Commercial Services Division, UnitedHealth Group
When an established and highly successful B2B corporation makes a change to better serve its customers, everybody will know about it. But when these changes entail two different brand evolutions – including new logos, brand identities, positioning, websites and collateral – there exists a process and strategy that few will ever see.
Scott Heimes
is the Senior Vice President, Marketing & Consumer Solutions for the Commercial Services Division of UnitedHealth Group. The Commercial Services Division is composed of two unique organizations: Ingenix, a leading health information technology company, and OptumHealth, a health and well-being services company.
Scott led a separate brand evolution for both Ingenix and OptumHealth, and in our October speaker event he'll review the process he used to drive these evolutions – including:
- Identifying the need for change
- Establishing internal positioning
- Aligning leadership teams and business unit leaders around the brand evolution
- Creating external roll-out and communication plans
About Scott Heimes
Scott Heimes is the senior vice president of Marketing & Consumer Solutions for the Commercial Services Group of UnitedHealth Group. Previously, Scott was group manager of interactive marketing for Target Corporation, where he oversaw the marketing planning and strategy for Target’s interactive marketing and innovation efforts, including Target.com.
Scott has also held several prior executive marketing and editorial management positions, including president of interactive agency Virtucom Content Solutions, chief content officer for e-catalog services company Pacifiq Technologies, vice president of Business Development for a live event production consulting company called Event Think and editor-in-chief of Presentations magazine. He holds degrees in business and English literature from the University of St. Thomas.
The Specifics
Location
University of St. Thomas
Minneapolis Campus, Thornton Auditorium
1000 LaSalle Avenue
Minneapolis, MN 55403
(612) 926-4000
Cost
Member $25
Guest $50
Student $15
(walk-ins add $10 to the prices above)
Pre-Registration is Important!
RSVP must be received on or before Friday October 5, by mail, fax or phone to the AMA Minnesota Office. Credit Card reservations must be received in writing. Cancellations must be made 48 hours in advance of the program to qualify for a refund. All no-shows will be billed.
A payment by cash, check, or credit card will be required either (1) in advance, or (2) at the door prior to attending the program. AMA will no longer be processing invoices for program meetings due to the high cost of this activity.
Register
Registration for this event is now closed; however, you can still sign-up at the door.