The irony of the recent American Marketing Association rebrand is not lost on Jennifer Severns, chief experience officer for AMA. The association worked with BFG Communications to help transform the organization from a collection of disparate local chapters into an essential community for marketers—a process that is very much ongoing, says Severns. A key part of the transformation, announced in 2015 and being rolled out through the end of this year, is engaging volunteers to help with co-creation. Severns says AMA is embracing the more than 1,000 influential volunteers, who are top-of-their-career experts in marketing, to be a part of the change. When they feel ownership of the new identity of AMA, says Severns, that spells success. Watch the video interview with Severns to learn about expectations going into the transformation, the difference those influential volunteers have made and the way AMA tied in an emotional connection to the big brand reveal at the organization’s annual Leadership Summit in 2016.