Mona Amodeo. Ph.D.


Accomplished speaker, researcher, entrepreneur, consultant and author of Beyond Sizzle: The Next Evolution of Branding


Dr. Amodeo is an innovator and catalyst for transforming organizations into brands that matter. As the founder of the Pensacola, Florida-based, brand transformation firm, idgroup, Amodeo leads a team of dedicated professionals with a vision to move business-as-is to business-as-it-can be. 

Mona Amodeo is an award-winning management strategist and recognized expert in organization development and change. Her work spans the boundaries of scholarship and practice in the disciplines of branding, communications, and organization culture. Through her doctoral research at the world’s largest manufacturer of modular carpet, Interface Inc., Mona identified critical steps to the company’s success in transforming itself from a fossil-fuel dependent business to a global leader in industrial sustainability.

Mona’s research on culture change has been published in the Worldwatch Institute’s State of the World Report, The Appreciative Inquiry Journal, Practicing Organization Development, Creating Sustainable Work Systems, Beyond Good Company: The Next Generation of Corporate Citizenship, Research in Organization Development and Change, and Organization Theory: Modern, Symbolic, and Postmodern Perspectives. She has been a guest speaker at Harvard University Executive Education for Sustainable Leadership, Benedictine University Center for Values Driven Leadership, US Green Building Council, Sustainable Brands Conference, Academy of Management, and Center for Entrepreneurship at the University of West Florida.

In her book, Beyond Sizzle: The Next Evolution of Branding, Mona shares the secrets to igniting transformation by leveraging organization development principles and change management approaches as a new framework for leaders to manage their brands.

Believing that true fulfillment is achieved at the intersection of purpose and practice, Mona founded the brand transformation firm, idgroup, in 1989, and along with her team, developed the Branding from the Core® methodology as a whole system approach to transforming organizations into brands that matter to customers, employees and the world.