Maintaining Brand in a Recession:

How Your Talent Distinguishes the Customers' Experience

February 24, 2009

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For a business that needed to change fast, EMS relied on a grapevine that thrived on a gallon of paint. They worked on the premise that it’s easier to change people’s minds when they are using them at the time, that humor was the best cure for stress. This played out in their blackboard décor (initiated at first because all they could afford was a can of paint), now found throughout Base Camp headquarters. It has come to represent EMS’s internal brand about how talent creates business results...everything EMS wanted its culture to be, a culture nurtured by talent who collaborate, keep it fresh, authentic and “in your face.”

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