Geopath
Rebranding an Industry Standard
Rafkin and his team were engaged to rename and rebrand the 83 year-old Traffic Audit Bureau for Media Measurement (“TAB”), the Nielsen-like ratings organization for the billboard industry.
Over the course of a year-long project, Rafkin formed a Board-level Brand Council, renamed the organization Geopath, and created a comprehensive brand positioning, brand identity, and communications plan that updated and energized the organization, helping it transform from a slow-moving, bureaucratic organization to an agile, data-driven organization with the brand DNA of an entrepreneurial Ad-Tech startup.
Geopath needed to send a clear message to the market that it was an all-new organization, making the shift from measuring billboards to measuring audience, utilizing cutting edge technology, audience insights, and state-of-the-art market research innovation. The all-new tagline, “Powering a smarter OOH marketplace,” perfectly captured this new value proposition. The brand re-launch was well received by advertisers, agencies, and media operators, and was capped off by a Times Square takeover during Advertising Week in New York City.
According to Geopath’s President, Rafkin’s rebrand was successful in rallying everyone around a new brand, a new vision, and a new culture. Since the original rebrand, Rafkin has continued working as a trusted advisor to Geopath, assisting with a wide range of executive-level strategy, communications, and thought leadership consulting projects.
Repositioning and rebranding an 80+ year-old non-profit with thousands of members is no small feat. Lee Rafkin made the process absolutely seamless. We emerged with a completely refreshed brand that the organization and our members embraced immediately. Moving away from a traditional acronym was a bold move. Our new name perfectly embodies our mission and our product, and our entire organization wears our new logo with pride. When speaking with my peers across the market research landscape, they always refer to Geopath as the benchmark for rebrand success. I am so grateful we undertook this endeavor with Lee.
Kym Frank
President, Geopath
