"Andy and her team helped us redefine the YPO brand by focusing on the true potential of the organization, which allowed us to make YPO more relevant to our members. It was their strategic thinking that helped us answer the big question, ‘What should YPO look like over the next 50 years?’ We couldn’t have made such a monumental step without them."

David Martin Past Chairman, President & CEO

The world has changed dramatically since Ray Hickok founded YPO in 1950. Yet YPO is a large organization that by its nature retains a flavor of the old guard. With the understanding that respect for tradition and “rights-of-passage” are integral to YPO, CXO Communication was called upon to reinvent the YPO brand and make it relevant for the next 50 years.

After extensive research, CXO discovered that YPO’s members were more concerned about becoming better world leaders than being better company presidents. Based on this key idea, CXO helped the organization redefine its mission statement: “YPO changes the lives of those who change the world.”

Based on the new mission, CXO crafted a new messaging architecture and brand identity for YPO, partnering with a graphic design firm to create a logo conveying the idea of “connectedness.” CXO developed marketing materials to communicate YPO’s new brand to the organization’s 11,000 members across the globe.

In support of its broader mission, YPO expanded its member education programs and enhanced its website with social networking and community-building capabilities. Today, YPO’s membership is larger than ever, and it’s well on its way to becoming a catalyst for world change.