438: Critical Milestones for Rebranding Success with Pam Morrisroe CMO of Breakthrough T1D

Marketing Today with Alan Hart

Pam Morrisroe is the CMO of Breakthrough T1D, formerly JDRF (Juvenile Diabetes Research Foundation). She holds a Bachelor of Science in Consumer Studies from the University of Vermont and an MBA in Marketing and Media Communication from Fordham University. With over 20 years of marketing experience, Pam has led award-winning campaigns for clients like Ford, American Express, and Volkswagen across multiple channels, including digital activation, experiential, branding, consumer, business-to-business, CRM and omnichannel commerce. As Managing Director at VMLY&R, she spearheaded innovative virtual programming during the pandemic, driving significant growth. Now at Breakthrough T1D, Pam leads campaigns to raise awareness of type 1 diabetes and support the organization's mission to create a world without T1D.

Breakthrough T1D, formerly JDRF, is a nonprofit organization founded in 1970 by families affected by type 1 diabetes (T1D). It is now the leading global research and advocacy organization for T1D. Its mission is to accelerate life changing breakthroughs to prevent, cure, and treat T1D and its complications by connecting the brightest minds to advance treatments, influence policy, and improve access to care.

On today's show, Alan and Pam discuss what sparked the rebranding from JDRF to Breakthrough T1D. They delve into the research behind the rebrand, the careful selection of the new name, and how it has been seamlessly integrated into their marketing strategy. They also highlight the progress made, what’s working well, and other critical milestones essential for rebranding success. Additionally, Pam highlights the importance of diversifying knowledge across various marketing categories, explaining how this approach has contributed to her expertise and success in the field.

In this episode, you'll learn:

• Why research is critical to a successful rebrand
• How to effectively integrate a rebrand into every aspect of your company
• The strategic, intentional steps behind a successful rebranding campaign, and how it expands consumer reach

Key Highlights:

• [02:14] Experience of dropping your oldest son off at college
• [03:15] Living the only child life
• [04:10] Pam’s career path
• [06:50] What is Breakthrough T1D
• [08:22] What sparked the rebrand
• [10:30] Critical milestones to rebranding
• [13:51] How you knew you had the right name
• [16:40] Why simplicity was so important in the pitch process
• [18:00] How does the rebrand manifest in the marketing
• [22:03] Lessons learned
• [25:42] Experience of your past that defines you
• [27:13] Advice to younger self
• [29:05] A topic that you and other marketers need to learn more about
• [30:05] Trends or subcultures others should follow
• [32:36] Largest opportunity or threat to marketers today

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