Thoma helped stand up and facilitate development of an effective employee brand council responsible for refining and propagating brand culture throughout the organization. The council informed development of the recognition and reward program R.A.I.S.E. (pegged to the company’s core values: Relationship, Accountability, Innovation, Sustainability, Empowerment). In its first year, R.A.I.S.E. was enthusiastically embraced by employees, who made over 1,000 nominations for core values recognition.