The Strategic Brand Transformation™ Masterclass

How to Transform Your Brand to Drive Exponential Growth & Command Category Leadership

Kate Hutchison

Six-Time Chief Marketing Officer

Strategic Marketing Consultant

Advisor to C-Level Executives

Brand Transformations Fail –
ALL THE TIME

Why?  Because brand transformation is more than a marketing refresh.  When designed, planned, and executed well, your transformation can be a powerful strategic growth driver. But without CEO sponsorship and cross-functional engagement, you risk a superficial cosmetic refresh that results in lost revenue, wasted resources, and potentially confused stakeholders.  Learn how to execute a transformation that aligns leadership, drives cross-functional engagement, and takes your company to a whole new level.

Successful Transformations Led By Kate

Featured Transformations

Led the strategic repositioning of VMware from a hypervisor vendor to the definitive virtualization platform, framing it as the Operating System for Cloud Computing. This shift elevated VMware’s value proposition, expanded its strategic relevance, and empowered the field to engage C-level buyers with a broader, future-forward solution.

“Kate Hutchison's foresight helped VMware reposition virtualization as the foundation of cloud computing, well before the market caught up. Her leadership aligned the field on a powerful message that elevated our conversations, opened executive doors, and enabled larger, more strategic deals during a critical inflection point in the industry.”

Carl Eschenbach, CEO of Workday, Board Member, Venture Partner, and former President and COO of VMware

“Kate Hutchison’s strategic vision transformed Citrix from a single-product vendor into a $1B+ enterprise software leader. Her focused, collaborative guidance aligned our team, elevated my leadership, and gave us the confidence to pursue bold new markets driving transformative growth and positioning Citrix as a defining force in enterprise technology.”

Mark Templeton, Board Director, former CEO of Digital Ocean, and former President and CEO of Citrix for nearly 20 years

Transformed Citrix from a thin-client computing brand with declining revenue into the category leader in Application Delivery Infrastructure—a market 10X larger—doubling revenue to over $1 billion. Unified the organization around a new vision that galvanized employees, reenergized leadership, and established Citrix as a powerhouse enterprise brand.

Transformed BEA from a single-product vendor into the leading E-Commerce Transactions Platform, driving explosive growth from $300M to over $1B in just three years, making BEA one of the fastest software companies to reach the billion-dollar milestone. This strategic repositioning and category leadership fueled an 884% shareholder return and earned BEA the distinction of #1 performing company on NASDAQ from June 1999 to June 2000.

“Kate Hutchison was instrumental in transforming BEA into one of the most powerful brands in Enterprise Software. She leveraged the WebLogic acquisition to reposition us from a middleware vendor to The E-Commerce Transactions Company. Her work elevated our executive visibility, completely modernized our brand, and accelerated our go-to-market momentum. These were all critical drivers of our explosive growth, making BEA the fastest enterprise software company to achieve $1B in revenue.”

Alfred Chuang, Founder and General Partner of Race Capital; Co-Founder and former CEO and Chairman of BEA Systems

Your Brand Positioning Is Not Your Tagline

To develop powerful thought-leadership positioning and messaging, you need a Holistic Transformation Framework that addresses your Why, How, What and Who.

In this masterclass, you’ll learn the time-tested framework, alignment tools, and execution accelerators to get every stakeholder consistently reinforcing your message and amplifying your value proposition.

The Holistic Brand Transformation Framework™

“ I've recommended Kate to multiple CEOs for their own brand transformations, and time and again, she has exceeded expectations. Her leadership, influence, and strategic approach don't just create change -- they accelerate breakthrough results."

Tracey Newell
Author, Board Member, and Former President of Informatica

Debunking the Myth

Too often, companies treat brand transformations as a purely “marketing” project, hiring an agency for a new brand narrative and visual identity. While those are vital elements, they are only part of the story. A true brand transformation is about creating a magnetic brand that:

Attracts more customers

Commands premium pricing

Captures increased market share

Fuels sustainable growth

Elevates workforce engagement

Increases enterprise value

This initiative, when done right, becomes both a revenue driver and a long-term value multiplier.

What You Will Learn

Timing & Readiness: Deciding if now is the right time to transform.

Pre-Transformation Essentials: Ensuring success – before you even begin.

Change Management: Getting others to embrace change.

Market Expansion: “Crossing the Chasm” to win more customers and grow your market share.

The Holistic Transformation Framework: Defining and activating your brand pillars.

Thought Leadership Storytelling: Developing a compelling narrative that resonates across your ecosystem.

Messaging Alignment: Ensuring all stakeholders tell your story consistently.

High Impact Relaunch: Using best practices to relaunch internally and externally.

Case Studies: Revealing the success of several Fortune 500 brand transformations.

Audience & Experience

Offered in-person, this masterclass is ideal for executive leadership offsites sponsored by CEOs, Product, Sales, or Marketing leaders. It’s ideal for meetings with cross functional teams to help get strategically aligned, improve trust, and bolster commitment to collaborative execution. Whether you are embarking on your own brand transformation or want to help your team advance their careers by learning the proven approach to a successful transformation, this class is a prerequisite for ensuing great outcomes.

Ready to Transform Your Brand Into a Strategic Growth Engine?

For over 30 years, Kate Hutchison has helped executive teams align their vision, reposition their companies, and unlock exponential market value.

If your organization is approaching a major shift—or you know one is overdue—this is the moment to get your leadership aligned and your message amplified.
Let’s make your next move your most powerful yet.

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