Mona A. Amodeo
Mona A. Amodeo, Ph.D.
Mona can best be described as a catalyst for change. She revels in navigating the road less traveled, helping her clients embrace chaos to achieve new levels of clarity; encouraging them, along the way, to “trust the process and enjoy the journey.”
Dr. Amodeo founded the brand transformation firm idgroup in 1989, and along with her team developed an actionable process for managing organizations as brands: Branding from the Core®, the subject of her recently published book, Beyond Sizzle: The Next Evolution of Branding. This innovative approach challenges traditional views of branding by leveraging organization development principles and change management approaches as a new framework for leaders to manage their organizations as dynamic and evolving brand ecosystems.
Mona has turned her passion to move business-as-is to business-as-it-can-be into her life’s work. As a Branding from the Core consultant, researcher, author and speaker she explores connections between culture change and branding. Her research has been published in numerous outlets including: The Appreciative Inquiry Journal, Practicing Organization Development and Beyond Good Company: The Next Generation of Corporate Citizenship. She has shared her passion and insights about the power of branding to be a positive force for change with numerous audiences across the country including: Harvard University, The United States Green Building Council, Sustainable Brands Conference and the Academy of Management.
Dr. Amodeo holds a Ph.D. in organization development and change, and a master’s degree in communications. She is a former Broadcast Journalism instructor and documentary team member at the University of West Florida and high school history teacher. The American Federation of Advertising awarded her their highest honor, the Silver Medal, for contributions to the field of advertising and to her community. She and the idgroup team have been recognized for creative excellence with two PRSA Silver Anvil Awards, PR highest award, and multiple American Federation of Advertising Best of Show awards. She lives with her husband Ken and her four-legged writing partners Beau and Chew in Gulf Breeze, Florida.