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“It’s truly the focal point for almost everything we do. All of our sales and marketing activities, all roads lead back to the website: support comes back to the website, customer engagement comes back to the website.”
That was Stephen Tisa, Senior Director of Digital Technology at UKG, explaining his brand’s most important channel to the MarTech audience.
UKG is, in effect, a new brand, created by the merger of two established brands, human capital software company Kronos and workforce management company Ultimate Software. A central part of the rebranding has been a reimagining of the brand’s website.
Rewriting every word. The audience also heard from Todd Purcell, Head of Digital Banking, Marketing & Experience at Connecticut-based Webster Bank. Hee to led a website relaunch, but for a different reason: simply, the website was over six years old. “That’s like 42 in dog’s years,” he said. “With 36 million annual interactions, it was time to act.”
Of the website, Purcell said, “It’s the largest manifestation of the brand.” Even so, he took meticulous preparatory steps before engineering major change. He spent a full two years building credibility and trust, as well as putting together an internal team capable of partnering with the agency that would work on the implementation.
Left to right: Stephen Tisa, Lynne Capozzi, Todd Purcell.
It was critical, he said, to sell the idea, to create an internal sense of excitement and urgency, and to identify meaningful
Read more here: https://marketingland.com/reimagining-a-brand-website-284757