Purpose: Radical changes and increasing competition in the global economy and markets lead enterprises to change their business policy and activities. This process demands the creation of effective organizational learning mechanisms. This paper seeks to illustrate how three service organizations designed and utilized organizational learning mechanisms to introduce a successful, new corporate brand. Design/methodology/approach: The research methodology was based on interviews and hard data collection. These techniques were found most appropriate for learning and understanding in-depth organizational transformation processes. Findings: Two main research findings can be noted. The first is that there are various mechanisms of learning organizations that can improve organizational performance and reputation. The second is that any organizational learning mechanism should be based on the on-going active involvement of internal stakeholders (employees) both as individuals and as teams. Originality/value: This paper provides a unique understanding of three dimensions of organizational learning (cognitive, structural and procedural) and their impact on designing a new corporate brand strategy. The research, conducted in three different service organizations, gives new significance to the notion of collaboration. (Contains 1 table.)