What happens when a 190-year-old industrial company starts calling itself an energy technology company?Join Gabe and Holly as they explore how Schneider Electric is repositioning from a behind-the-walls manufacturer to a global energy tech leader, and what that means for brand, communications, and marketing leaders.Chief Brand and Communications Officer Monique Elliott helps unpack how an engineering-led, rules-based organization built an integrated brand and communications function, created a dedicated brand storytelling capability, and turned customer “impact makers” into the heroes of its narrative. She shares what it really took to sell storytelling into a technical culture, why brand and comms were brought under one roof, and how that shift unlocked new value internally and externally.You’ll hear practical insights on:Moving a heritage “industrial” brand into a technology-led positioning without losing credibilityStructuring brand and communications as an internal consulting function to the businessBuilding a brand storytelling team (and how they hired for the right skills)Using customer stories and thought leadership to move beyond product marketingBalancing governance and guidelines with creativity in large, rules-driven organizationsLeveraging AI to synthesize analyst and market signals so brand can respond fasterFor anyone leading brand in complex B2B organizations - especially legacy or engineering-driven companies - this conversation offers a clear look at how to modernize your brand without discarding what made it strong.