Building Brand Gravity: Attracting People Into Your Orbit
G&S Communications
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How the Chief Corporate Affairs Officer Unites the Storytellers
Brand isn’t a logo or a launch moment. It’s an enterprise-wide undertaking that lives in every function, every stakeholder, and increasingly, every AI answer. Anne Green sits down with Megan Noel, Chief Corporate Affairs Officer at Covista, America’s largest healthcare educator, to unpack what it really takes to build and relaunch a brand fromthe inside out. Megan shares how Covista brought a new enterprise brand to life, why this work was a shared endeavor between Communications and Marketing, the necessity of partnering across functions, and how getting employees bought in first can help create ambassadors ratherthan detractors. They also get into the rise of the Chief Corporate Affairs Officer role, why she’d happily retire the term “public relations” for good, and what the answer engine economy means for how brands earn trust in an AI-first world. In this episode: • The growth of the Chief Corporate Affairs Officer role and why many CEOs are putting all the storytellers under one seat • How Covista built a new enterprise brand that spans multiple institutions, and why the work couldn’t sit with Marketing alone • Why getting employees bought in first is the difference between brand ambassadors and brand detractors • What the answer engine economy means for press releases, brand consistency, and earning trust from AI.
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