Plus: UPS gives update on Louisville accident; Gannett changes its name.
The Philadelphia Art Museum fired Director and CEO, Sasha Suda, just three years after she took the job. The move follows a controversial rebrand away from The Philadelphia Museum of Art.
According to The New York Times, Suda was terminated “for cause,” though the museum said it wouldn’t comment on details. In a short statement, the museum said only that Suda “is no longer with the Philadelphia Art Museum” and that Deputy Director Louis Marchesano will serve in the interim.
Suda previously led the National Gallery of Canada and was hired in 2022 to modernize the museum and rebuild trust after pandemic losses.
Her leadership became defined by change, including the decision to rename the institution and roll out a new “PhAM” logo in October. This didn’t land with audiences, though, who began calling the museum “PhArt” instead.
The rebrand was intended to make the museum feel more accessible and contemporary.
But inside the institution, it appears not everyone agreed with the direction or the process. Several trustees reportedly said they weren’t fully briefed before the launch, raising questions about communication and alignment at the top.
Why it matters: The museum’s decision to rebrand, dropping the word “Museum of” from its 150-year-old name, was meant to turn toward a fresh and modern identity. Instead, it triggered confusion, frustration, a really bad nickname and ultimately a leadership crisis that cost Suda her job.
When the leader becomes the face of a brand transformation, alignment is essential. Suda’s exit shows just how fragile that balance can be when communication breaks down between leadership and the board.
When institutions rebrand, they must consider that they’re not only changing visuals or their wording, they’re redefining how people feel about who they are.
If that shift isn’t clearly explained or embraced by internal and external stakeholders, then they risk losing credibility.
For longstanding or legacy brands, change needs storytelling. People don’t just want to know what is changing, they need to understand why it matters and how it honors what came before or they risk alienating supporters altogether.
Editor’s Top Reads:
- On Tuesday evening, UPS confirmed that a cargo plane was involved in an accident in Louisville, where the company’s cargo division is headquartered. It was later confirmed that seven people died in the crash. Shortly after the news broke, UPS released a statement with the bare facts of the incident: where the flight originated, where it was going, how many crew members and the status of injuries (unknown). Later, the company gave an update with more information: “We are terribly saddened by the accident tonight in Louisville. Our heartfelt thoughts are with everyone involved. UPS is committed to the safety of our employees, our customers and the communities we serve. This is particularly true in Louisville, home to our airline and thousands of UPSers. We are engaged with the National Transportation Safety Board’s investigation of the accident and are staying in close contact with the Federal Aviation Administration. We will work tirelessly with state and local authorities on response efforts.” The statement was timely, clear and empathetic. UPS quickly acknowledged the incident, gave an update and offered a human touch with words like “tirelessly” and “terribly saddened.” The company also gave direct guidance for family members seeking information and deferred to federal investigators for more details, a move that showed transparency while avoiding speculation or blame. In any crisis, it’s imperative to address the issue quickly and humanely, providing as much information as possible. Our hearts go out to those affected by this tragedy.
- Gannett, the largest newspaper publisher in the U.S., announced it will change its corporate name to USA Today, effective Nov. 18, according to the NYT. The company said this rebrand “leverages the power of the newspaper that brought America together” and is meant to reflect “a trusted digital platform that connects audiences across the country.” This is a strategic shift in how the company presents itself and its mission. “We are changing our name and rebranding to embrace our most notable masthead — which is committed to delivering fact-based news, unbiased coverage and essential content that meets audiences in the center,” Mike Reed, CEO of Gannett, said in a statement. At a time when media brands are fighting for attention online, aligning its identity with its widely known brand USA Today Network helps simplify things for audiences. The rebrand can potentially boost trust and clarity. When people see the name Today, they’re more likely to connect it with the familiar brand, reducing confusion. When organizations justify and explain change, it can improve reach and boost credibility.
- New York City’s mayor-elect Zohran Mamdani gave an emotional victory speech last night after his defeat over Independent candidate Andrew Cuomo. Instead of talking about “coming together” or “reaching across the aisle,” he talked about power, who has it, who doesn’t and who he believes should. Mamdani, who is now the first Muslim and South Asian mayor-elect in the city’s history, painted a picture of the people who elected him with “fingers bruised from lifting boxes, palms calloused from delivery bike handlebars and knuckles scarred with kitchen burns.” Those workers, he said, “have never been allowed to hold power. Until now.” Mamdani also took aim at “political dynasties” and addressed President Donald Trump directly, saying, “Donald Trump, since I know you’re watching, I have four words for you: turn the volume up.” Mamdani’s speech worked because he didn’t rely on statistics or traditional slogans, he relied on feelings people recognize like exhaustion, pride, frustration and hope. By naming the physical reality of work, he tapped into lived experience. He connected with his audience. Mamdani also flipped the emotional script of power. Instead of centering his words on his own story, he handed that spotlight to others from delivery drivers to retail staff. Leading with empathy and emotion is smart messaging. It helps turn emotion into a unifying story that resonates.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
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