Re-imagining the Symphony: Best practices around finding and promoting your authentic voice




It was 2015 and the Symphony was trying to find their voice, and looking to speak to their audience. It all started with a conversation about a new logo, and ended with a completely re-imagined way of looking at not just the Jacksonville Symphony, but symphonies in general. Join us and listen to Peter Gladstone take us on the journey. See if you can take their success and apply it to your organization!


  • What lead to beginning the re-branding process?
  • How was the brand found and executed?
  • What were the results, specifically of the digital strategy?

About the speaker:


When, fresh from college Peter joined Doyle Dane Bernbach in New York, he didn’t realize that he would spend the next several years walking the hallways with a number of men who helped create the advertising business we know today. And, little did he know that the experience would turn him into a life-long marketer.

In the many years since his early days in the business, Peter has had the opportunity to hone his strategic communications skills working with a wide variety of business-to-business and consumer facing clients across many different business categories. In fact, his contributions have helped three different agencies to be recognized as Agency of the Year.

In the building products category he led the agency team that introduced Black & Decker’s DeWALT Power Tools. This introduction has been recognized as one of the greatest successes in the history of the hardware category (DeWALT garnered a 35% market share in its third year) and has been utilized as a case study by the Harvard Business School and written about in the NY Times and Wall Street Journal.

His financial services experience includes helping LPL Financial grow to be the largest network of independent financial advisors in the country. He also led the development of the strategy that helped EverBank, a small online institution, become the nation’s third fastest growing bank in 2010.

As the strategic leader of the GO RVing initiative, Peter helped form a coalition of three different associations (manufacturers, dealers and campgrounds owners) in order to promote the RV lifestyle. His team created the effort that generated several hundred thousand sales leads for the industry and lowered the average age of RV purchasers from over 60 to the low 50’s.

Now, as the Vice President Marketing for the Jacksonville Symphony he has led a rebranding effort and numerous marketing initiatives that have helped the symphony achieve record results including double-digit growth in ticket revenues for their Masterworks, Pops and Coffee series concerts.

When he’s not working at the Symphony (which his wife says isn’t very often) Peter attempts to play tennis and golf, fanatically supports the Dodgers and football Giants and tries to keep up with his wonderful grown-up kids and new grandson.

About the Jacksonville Symphony:

Founded in 1949, Jacksonville’s symphony is one of Florida’s longest-standing orchestras. The Jacksonville Symphony offers a variety of live symphonic music reaching a large number of residents throughout Florida with an annual attendance exceeding 200,000. Nearly one-third of these residents are children, who benefit from the Symphony’s educational programs, including concerts, Jump Start Strings after-school enrichment, and the Jacksonville Symphony Youth Orchestra. In addition to a season schedule of approximately 130 concerts, Symphony musicians give educational ensemble performances in schools and senior centers, reaching nearly 15,000 students and 1,500 seniors in the four-county area.