Ep. 493 | The Art and Science of Brand Reinvention

OnBase: Smashing Sales and Marketing Misalignments

Episode Summary
In this episode Bill Kenney shares his journey from an art school student to a business owner, and how he co-founded Focus Lab with a business partner. The discussion covers common reasons why companies need to rebrand, such as company maturity, M&A activity, and addressing trademark issues. Bill offers tips for successful branding projects, including setting expectations, keeping the core team small, and trusting the process even when faced with criticism. He emphasizes maintaining a company's core values and culture while adapting to changing market needs. The episode also explores potential pitfalls in B2B branding, such as over-relying on competitors and seeking too many subjective opinions.

About the guest

Bill Kenney is the Co-founder, Partner, and CEO of Focus Lab and Odi, two global B2B branding agencies. Past clients include Marketo, Salesloft, Zuora, Braze, Outreach, LaunchDarkly, Twilio, Adobe, ASAPP, Luminate, Netflix, Shopify, and many others. Bill is also the author of the Amazon best-seller "Conquer Your Rebrand." When he's not working you can find Bill in one of three places: his couch, the local Jiu-Jitsu gym, or his camper in Vermont.

Connect with Bill Kenney

Key takeaways
- Common reasons for rebranding include company maturity, M&A activity, trademark issues, and the need to differentiate from competitors.

- Tips for successful branding projects include setting expectations, keeping the core team small, and trusting the process even when faced with criticism.

- Maintaining a company's core values and culture is crucial when rebranding, as it helps bring the brand's heart and soul forward.

- Potential pitfalls in B2B branding include over-relying on competitors, seeking too many subjective opinions, and over-emphasizing measuring ROI.

- AI can be a useful tool in enhancing visual storytelling, but it cannot replace the human interaction and strategic decision-making required for successful branding.

Quotes
"The brand is going to be so much larger and different in received through different meanings than what it is when you're creating it." -Bill Kenney

Recommended Resource

Books:

- “Daring Greatly” by Brene Brown

- “Can't Hurt Me” by David Goggins

- “Traction” by Gino Wickman

- “The Infinite Game” by Simon Sinek

Podcasts:
- A Bit of Optimism hosted by Simon Sinek

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