The Strategic Brand Transformation™ Masterclass

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

An in-person experience designed for executive offsites or leadership retreats

Kate Hutchison

Six-Time Chief Marketing Officer

Strategic Marketing Consultant

Advisor to C-Level Executives

Are your teams aligned on a shared vision, or are they pulling in different directions?

Is your value proposition getting lost in a sea of soundalike competitors?

Does your brand story resonate with the market today, or is it anchored to the past?

Are you still leading with features and what you make instead of the business outcomes your customers want most?

If any of these issues resonate, you’ve hit an inflection point.
A strategic brand transformation can help you reset, refocus, and reignite growth.

But here's the hard truth:
Brand Transformations Fail – ALL THE TIME

Why? Because too many companies mistake brand transformation for a marketing exercise: a visual refresh, a new tagline, a few messaging tweaks. That’s not transformation.

Real transformation changes how the market sees you. It gets your leadership team aligned around a bold vision, and rallies the entire organization to deliver on it. Without CEO sponsorship and cross-functional commitment, it’s just an expensive exercise that drains time, resources, and trust.

What I Teach:  I’ll show you how to design and lead a brand transformation that drives alignment, accelerates revenue, and earns you a commanding position in your category.

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 Strategic Brand 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.

Strategic 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.

Strategic Brand 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 ensuring 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 growth.

If your organization is at an inflection point or approaching a major shift, this is the moment to begin your brand transformation. I’ll help you align your team around a bold vision and narrative that reflects who you’ve become, the strategic problems you solve, and the value only your company can deliver and why. Let’s make your brand story fuel the next era of your company’s growth.

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