Brand Audits in the Wilds

Meredith Lovelace (Internet2) shared what happened when they asked their community "who are we to you?" after a decade without a full brand review. Through a five-phase process combining 70+ interviews and 150 surveys, they uncovered three telling gaps: members saw a community, not just infrastructure; valued collaboration over technical capability; and perceived Internet2's reach as global, while internal messaging undersold that. Despite the disconnect, satisfaction was high (79%) with community scoring highest. 

This presentation was delivered at the SIG-marcomms side meeting at TNC26 in Helsinki, Finland.