The world is changing and so is the world of HR, which has so much more to offer businesses beyond the limited stereotype of hiring and firing. As the global leading HR, learning and development Chartered membership organisation, CIPD recognised this. Repositioning their core purpose to ‘championing better work and working lives’ and restructuring the organisation around this, heralded a strategic change that places HR firmly in the Boardroom. It also reinforces CIPD as the voice and promoter of dialogue for the sector as a whole. Delivering this not only required significant operational change but a fundamental review of the brand and how the brand works across a mind-boggling array of channels, media, products and services.