How do you evolve a brand with nearly 180 years of history without losing what made it successful? In Part 1, Erin Frazier and Annaliese Spradlin join In The Club to break down the strategy behind a major brand evolution, including the decision to shift marketing directly toward the end user and claim a stronger position within the work truck industry. They also explore what it takes to execute a major rollout on a condensed timeline, maintain brand consistency across dozens of locations, and create internal buy-in so employees don't just see a new marketing message, but genuinely believe in what it represents. Connect with Erin Frazier: https://www.linkedin.com/in/erin-frazier-51567694/ Connect with Annaliese Spradlin: https://www.linkedin.com/in/annaliese-spradlin-b689b9141/ If you need branded solutions for your events, giveaways and employee engagement, check out Club Colors: https://www.clubcolors.com