Upcoming Events

Straight from the Heart: How Southwest Revitalized Its Brand ImageLexi Muller  Assistant Manager of Brand Identity and Experience

We look at the story of Southwest’s rebranding from the inside out — through the crafting of its company purpose and communication platform, to implementing its new visual identity across every customer touch point. Learn how Southwest Airline’s continued growth has led to its brand evolution and a necessary look at brand consistency and governance.

Lexi Muller, Assistant Manager of Brand Identity and Experience

Lexi began her career at Southwest on the Sports and Promotions Team where she led numerous brand activations and promotions across the cities served by Southwest. She eventually found her way onto the Brand Team just as the company was undergoing a vast brand identity transition. She has since become the brand authority within the company, consulting on all aspects of branded customer experience, from Emails to Airports. Most recently, she has led the design and reveal programs for Southwest’s new uniform, set to launch in Q2 of 2017.

Thursday, September 15, 2016   |   11:30 am – 1:00 pm

WMU Fetzer Center

$25 for AMASWM Members    |   $40 Non-Members  |  $12 Students (with valid student ID)

Register Here!



If you would like to be a guest speaker at a future AMASWM meeting,
please email our Program Chair.



Recent Events

Mastering the Art and Science of Brand Visuals with Canva
Thursday, August 11, 2016
KVCC, The Groves Center
7107 Elm Valley Dr., Kalamazoo MI 49009

Summer Mixer
Thursday, June 9, 2016
Boatyard Brewing Company
432 E. Paterson, Kalamazoo, MI 49009

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Guest Speaker: Ken Segall
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Guest Speaker: Yvette Morrison, Vice President Marketing, Snap-On Tools
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Yes, There Really is a Kalamazoo Baseball Game Going On
Guest Speaker: Brian Colopy and John Bollinger, Kalamazoo Growlers
March 17, 2016

Join Us for Our Winter Mixer at Zazios!
Let’s toast Old Man Winter, hob-nob with your fellow marketing peeps, and learn about the future plans and programming for our AMA Southwest Michigan club at Zazios Restaurant, Radisson Plaza Hotel in Kalamazoo, MI.
March 2, 2016

Selling Value in Commoditized Markets
Guest Speaker: Dr. Wes Martz is Vice President, Marketing at Kadant, Inc.
The price is right. Are you sure?
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Just Because You Can, Doesn’t Mean That You Should: Content Marketing Survival Tips
Guest Speaker: Jonathan Copulsky, CCO for Deloitte LLP and CMO for Deloitte Consulting LLP, Chicago
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View Presentation Slides (PDF)

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View Presentation Slides (PDF)

2015 Marketing Conference
Guest Speakers: Don Schultz, Lacie Sandstrom, Rob Bliss, Dr. Bill Ward, Scott Monty
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Guest Speaker: Eric Hultgren
October 2015

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Guest Speaker: Kindra Hall
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Branding Memories: How ArtPrize Creates Lasting Impressions Through Ephemeral Design
Guest Speaker: Todd Herring, Director of Communications, ArtPrize
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Building a Powerful Brand on a Shoestring
Guest Speaker: Jeff Yonker, Terra Trikes
April 2015

Social Networking on Steroids: Personal Branding Made Easy
AMA Members Only Event
Guest Speaker: Sima Dahl, America’s Personal Branding champion
April 2015

Advanced Digital Media Strategies to Drive Organizational Growth
Guest Speaker: Mr. David Murray, Manager, Social Media, Blue Cross Blue Shield of Michigan
March 2015

Changing Clients Into Partners
Guest Speakers: Brian Lam and Dann Sytsma, Improv Effects LLC
February 2015

Thinking on Their Feet: The BoldSocks Story
Guest Speakers: Ryan Preisner, CEO and Ryan Goff, Creative Director, Bold Endeavors LLC
January 2015

Living the Dream: Keurig and Beyond
Guest Speaker: Mr. Chris Stephens, Adjunct Professor at Notre Dame, Co-founder of Keurig
December 2014

2014 Marketing Conference
November 2014

Guerrilla Marketing: It’s a Jungle Out There!
Guest Speaker: Mr. Mike Knapick, Owner/Operator of Jimmy Johns, Dunkin Donuts, Baskin Robbins, and Bar Louie
October 2014

Artful Marketing: Engaging Nonprofit Audiences
Guest Speaker: Mr. Glenn Del Vecchio, Executive Director, Grand Rapids Ballet
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