This is the fourth and final part of series on the ABCs of Rebranding featuring case studies of organizations that successfully rebranded. These organizations shared their stories at the New York Society of Association Executives‘ Communications Institute on May 16 in New York City.

Were you a Girl Scout, proudly wearing your green sash and selling cookies outside of the grocery store? If you’re an adult woman in the U.S., the odds are pretty good that you were – one in two adult women was a Girl Scout and there are an estimated 59 million Girl Scout alumnae living in the U.S.

Even if you weren’t a Girl Scout (I’m talking to you now, Boy Scouts), you probably have a strong sense of the organization’s mission and brand. Girl Scouts is the largest organization for girls in the world. Girls who participate develop their leadership potential through activities that enable them to discover their values, skills, and the world around them. And yes, they sold a whopping $760 million in cookies last year.

Denise Pesich, Vice President of Communications from Girl Scouts USA, spoke about the organization’s rebrand at the NYSAE Communications Institute panel, sharing how the national organization refocused its messaging on developing leadership. Denise said of their messaging, “Now, you won’t find an article about Girl Scouts that doesn’t also include the word ‘leadership.’”

Leveraging the 100 year anniversary of Girl Scouts this year, Denise and her team declared 2012 “The Year of the Girl” and earned extensive media coverage surrounding its events and a new cause campaign, “To Get Her There.” The “To Get Her There” campaign focuses on the idea that when girls succeed, so does society. It was a bold move for Girls Scouts USA, namely because the campaign is powered by Girl Scouts, but not as branded in the same way as the larger organization. It promotes girls’ leadership by any means, not necessarily through participation in Girl Scouts.

Check out the “To Get Her There” campaign  and  Girls Scouts USA’s branding. What do you think of the rebrand? Share your feedback in the comment box.

Michael Cummings
Vice President
Kellen Company