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Michael Merk, who spearheaded Steelcase’s 100th anniversary in 2012, spoke to Doug Simon, D S Simon, at The Corporate Anniversary Forum, about the importance of utilizing a company milestone to change your company’s message and spur new business.
Michael’s Top Corporate Anniversary Tips:
1. This needs to be a strategic campaign. An anniversary is a moment that you don’t want to waste, so use this opportunity to make sure your company is aligned on a purpose.
2. Use an anniversary to create a public conversation about where your industry is going and how your company fits into the evolution.
3. Showcase your history to show the public why your company does what it does, not what you do.