Welcome back to Digital Doorways, where we dive into the branding, positioning, and strategic shifts shaping the business world. Today, we’re tackling a critical transformation in the public sector market—one that every government contractor needs to be paying attention to: the rise of DOGE—the Department of Government Efficiency—and what it means for the future of federal contracting.

Joining us is Cheryl Waldrup, a branding, positioning, and marketing leader with deep expertise in public sector markets. She’s worked with top government contractors to refine their messaging, reposition their brands, and navigate shifting federal priorities. With DOGE rewriting the rules on contracting efficiency, vendor selection, and innovation mandates, the question is: How do firms adapt, stand out, and win in this new environment?

Today, we’ll explore how government contractors must rethink their branding, how they can reposition for success, and what best-in-class marketing strategies look like in this evolving landscape. Let’s get into it.