Burson Unveils New Identity and Innovations to Redefine Reputation Management

Brainchild BCW, a global agency specializing in public relations, digital strategies, and events, has rebranded to Burson.

According to the agency, the new brand identity aims to enhance client value through managing reputation, facilitating innovation, fostering growth, and promoting leadership.

Corey duBrowa, Global CEO of Burson, commented, “Businesses and organizations today face complexity and uncertainty due to technological advancements, economic fluctuations, activism, and global dynamics.”

He emphasized, “A robust reputation, effectively communicated and utilized across stakeholders, is crucial for success. Reputation is a company’s most valuable asset, enhancing perception and driving performance, preference, valuation, and returns.”

Burson has unveiled its refreshed visual identity and strategic focus across its global platforms, emphasizing its contemporary approach to shaping and safeguarding reputation in today’s dynamic landscape.

To operationalize this vision, Burson has introduced new products and initiatives aimed at empowering its advisors and creators to address client challenges across various industries and markets.

The new visual identity draws inspiration from the illuminative power of light, symbolizing Burson’s commitment to offering creative and advisory solutions with boldness.

The company has also introduced a framework and consulting methodology to actively manage “reputation capital” across four key areas: corporate actions, communications, social narratives, and stakeholder beliefs.

Central to these efforts is the Burson Innovation Portfolio, which integrates AI tools with human expertise to deliver faster insights, precise audience targeting, and culturally relevant creativity.

AnnaMaria DeSalva, Global Chairman of Burson, highlighted, “In today’s complex environment, business leaders are transforming risks into opportunities for innovation and value creation.”

She emphasized the Burson Innovation Portfolio’s role in leveraging technology to support clients at the intersection of risk management, creativity, and reinvention.

Burson noted its distinctive advantage in having former chief communications officers and senior client advisors within its ranks, enriching its ability to address client needs effectively.

Additionally, Burson has launched The Burson Academy, focused on leadership and skills development for its teams globally, ensuring consistent and proficient client counseling.

DuBrowa underscored, “Burson individuals are recognized for their high performance, curiosity, and dedication to continuous improvement. The Burson Academy will nurture future agency leaders and uphold our commitment to professional excellence.”