Robin: Hello and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I am Robin Tooms, VP of Strategy at Savage Brands and my guest today is Jim Manskey, President at TBG Partners. So Jim, welcome back; I’m glad you’re back on the show.

Jim: Thank you Robin, always a pleasure.

Robin: Well I’ve loved talking to you about some of the leadership transition at TBG Partners and what you’ve been doing around the brand but this has been a big process for you and I’m curious kind of where you see yourself on that journey right now and maybe why you’re at that stage.

Jim: So much bigger a process than I ever anticipated. We were told going in 3 to 5 years and being service oriented we thought that’s crazy, we can get much quicker. The reality is what we’ve discovered is that to go organizationally and truly wrap organization around delivering on our purpose it is 3 to 5 years and I’m convinced that’s at a minimum because we truly are changing our conversation.

Robin: Yeah, and that’s what’s interesting about what you’re talking here is it’s not just about launching a new external image, this is about reshaping the organization and that takes time.

Jim: Absolutely, more time than literally from the way we communicate, from hiring and recruiting to changing the sort of personal dynamic of leaders that have been with us for years and years and helping them understand this new paradigm for how we communicate and deliver our purpose.

Robin: And since you’ve started this process you’ve likely seen some benefit, so now that you’ve reorganized your own purpose what’s a benefit that you’ve seen?

Jim: I think on the surface most impactfully is recognizing the consistency of culture across 6 offices and 150 employees give or take, it’s really been a rallying point with regard to from the newest recruits and interns to the most seasoned leadership folks, in terms of rallying around that common purpose, which we’ve not had before and so it’s really putting us on a single path.

Robin: Well I’m glad you shared that, I can think of some other leaders maybe in similar situations that want to learn from what you’ve gone through.

Jim: Well thank you, I hope so.

Robin: Thank you. This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.