Know-How Exchange : Branding

My organization, a mdeium-size workplace insurance agency, has recently launched on an internal branding exercise - prompted by changes to our mndate, business, and role in the market. A 4-month plan has been developed to dwelve into our brand identity, brand attributes, and business philosophy: and possibly develop a new name and logo.

The senior management team has been brought on-board, and the CEO has assumed a leadership role in the process - with the one caveat that all (350+) employees in the organization be given a change to participate in the brand development process.

Small (15 people) engagement sessions have been planned with staff recruited for these sessions representing amany different functional areas and levels of the organization. We want to keep these sessions short (1.5 hours or less), enjoyable and interesting, and most importantly useful.

We do have some material we want to cover in these sessions (an overview of the process, a breif encouragement/importance discussion from the CEO) and tehn I want the staff themselves to work in small (guided) groups to come up with some common principle or beliefs about our brand.

Does anyone know of some good exercises in this area, or of a place I can learn more about what types of exercises to use?