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In this episode of The Debrief, we're sitting down with Irwin's VP of Marketing, Melissa Homère, and digging into their team's experience working alongside Focus Lab to level up their existing brand. Irwin had an innovative product and a respected brand, but recognized that they were in need of a refresh to get organized, strategic, and elevated.In our conversation, we touch on everything from:👉 Verbalizing the importance of a rebrand to the larger team👉 The importance of strategy in their rebrand effort👉 Quantifying the ROI of the rebrand after just a few monthsAnd so much more!
Additional Resources:Focus Lab <> Irwin Case StudyIrwin Article: Boldly Forward, Introducing Our New Brand
Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.---FOLLOW US: ►Podcast: https://anchor.fm/focuslab►Instagram: @focuslabllc ►LinkedIn: https://www.linkedin.com/company/focus-lab-llc►Dribbble: https://dribbble.com/focuslab ►Web: https://focuslab.agencyLooking for a brand agency? We would love to hear from you. Email us: [email protected]
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In this episode of The Debrief, we are sitting down with our pal Philip Lakin, former CEO and co-founder of NoCodeOps. What do we mean by former, you ask? Well, a few weeks back our friends at NoCodeOps were acquired by "their favorite player in the space" — Zapier.
Focus Lab CEO, Bill Kenney, sits down with Phil to relive their rebrand experience with us from two years ago and discuss how the brand has helped get them to where they are today. They touch on topics such as:
👉 The strategy behind making tough brand architecture decisions
👉 The success behind a community-based approach as a SaaS company
👉 How the brand investment helped with the Zapier acquisition
And so much more!
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NoCodeOps / Zapier Acquisition Press Release: https://www.nocodeops.com/zapier
NoCodeOps Case Study: https://focuslab.agency/work/nocodeops
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Fehlende Folgen?
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Join us in our latest episode of In Conversation as we chat with John Rougeux — founder of Flag & Frontier, a company that specializes in narrative design and execution.In this episode, John and host Bill Kenney break down various category design strategies, discuss how to find c-suite alignment without taking away autonomy from the larger team, dig into what the right mindset is to have when approaching a big brand change, and so much more.Whether you're a business owner, marketer, or creative we think you'll find some valuable insights from John!
---Learn more about Flag & Frontier: 👉 https://www.flagandfrontier.com/Subscribe to John's newsletter, The Narrative Field Guide:👉 https://www.narrativefieldguide.com/subscribe
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Calling all B2B marketing professionals out there — our latest episode of In Conversation is not one you'll want to skip. Today we're sitting down with Palmer Houchins, currently Head of Marketing at G2 (maybe you'v heard of it).
In our latest episode, Palmer and Bill dive into Palmer's early days at MailChimp, the tricky science of measuring brand ROI, the future of B2B marketing, and so much more!
A huge thank you to Palmer for joining us on the podcast and for sharing so many nuggets of wisdom.
Resources:
2030 B2B Trends Report from the LinkedIn B2B Institute Exit Five B2B Marketing Community Palmer's LinkedIn Post on B2B Branding
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As an AI company who was building their premium product well before the big AI boom, PolyAI recognized that their previous brand did not represent the level of power and maturity they had achieved — it was time to level up.
It was a pleasure to have Kylie Whitehead, Senior Director of Marketing and Brand at PolyAI, sit down with Focus Lab CEO Bill Kenney to reflect on their rebrand project with our team. Tune is as they discuss PolyAI's choice to reposition their company prior to finding a rebrand partner, the major benefits of transparency in a rebrand project, the importance of getting your C-suite on board, and so much more.
Click here to view more of our work with PolyAI.
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Rewind to 2022 when we were still gearing up for Odi, our sister agency purpose-built for startups. In order to drum up some excitement, we ran a giveaway — a free brand project for one lucky (soon-to-be) client.
The winner of that giveaway was no other than Noelle London, founder and CEO of Illoominus, a company focused on simplifying HR tech stacks in order to transform organizations into people-first workplaces.
Tune in to our latest episode as Noelle and Bill sit down to discuss how it felt to be the first ever Odi project, how the B2B landscape is becoming more humanized, and Noelle's approach to making brand decisions that would grow with her business goals.
View the full Illoominus case study Learn more about what Noelle + team are doing at Illoominus -
We're back at it again with David Placek, founder of Lexicon Branding. This time we dive into the idea of sustainability in when it comes to brand naming, specifically focusing on Lexicon's role in naming Lucid, a luxury EV car, as well as Mainspring, Subaru Outback, and beyond!
You don't want to miss this episode as we get into the weeds of creating value through brand names, the approach behind brand naming, and David's excellent advice for founders in the process of choosing their company's name (we promise it's not "call Lexicon").
Learn more about Lexicon Branding: https://www.lexiconbranding.com/
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Get excited: we've got a brand new Odi Debrief episode! Odi is a B2B brand agency built from the team at Focus Lab specifically to serve early-stage startups.
You won't want to miss this episode as we sit down with Ryan Masuga, owner of Masuga, a web development company that has been around for 17 years and recently made the bold and brave decision to rethink their brand after a hard economic year for so many service-based businesses.
Tune is as Ryan and Bill discuss what Ryan's approach to investing in brand, his best advice for founders considering a brand investment, how impactful the new brand has been for his business even after just two months.
Check out the Masuga case study: https://odibrand.agency/work/masuga
Learn more about Masuga: https://www.gomasuga.com/
Resources mentioned in this episode:The Bureau of Digital: https://bureauofdigital.com/Conquer Your Rebrand: https://conqueryourrebrand.com/
---Odi is a B2B brand agency serving the unique demands of early-stage startups. Created by the global brand experts at Focus Lab.
https://odibrand.agency
Looking for a brand agency? We would love to hear from you. Email us: [email protected]
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It's not everyday we get to sit down with someone who quite literally "wrote the book" on a topic. But today, we can say that as we recently sat down with Bob Moore, co-founder and CEO of Crossbeam and author of the bestselling book, Ecosystem-Led Growth.For all of our sales and marketing professionals, if you have been interested in learning how Ecosystem-Led Growth (ELG) can help your business grow — this podcast episode is for you.Tune in to our conversation with Bob as we cover topics such as where the idea of ecosystem-led growth came from, whether it will replace current go-to-market strategies, and how ELG works to create a system of quality AND quantity.Resources mentioned in this episode:Bob Moore's Website: https://www.robertjmoore.com/Buy Ecosystem-Led Growth: https://www.amazon.com/Ecosystem-Led-...Learn more about Crossbeam: https://www.crossbeam.com/
00:00 - Introduction06:43 - Where did the term ecosystem-led growth come from?11:57 - Unpacking why ecosystem-led growth efforts are GTM efforts15:41 - Do you expect ELG to replace a collection of marketing/sales strategies that already exist?20:16 - Would you have been able to identify the need for ELG had you not founded your two previous businesses?25:42 - How ecosystem-led growth creates a world of quality AND quantity.29:21 - Why would people not use ecosystem-led growth methods?32:43 - Crossbeam Branding Highlights35:20 - Where to learn more about Ecosystem-Led Growth and Crossbeam—Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves. FOLLOW US: ► Instagram► LinkedIn► Dribbble► Focus Lab WebsiteLooking for a brand agency? We would love to hear from you. Email us: [email protected]
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For creative work, we find that “good feedback” means “effective feedback.” That means hearing what isn’t working, AND what is. We’ve got some tips for you, or your clients, to get beyond “I don’t like it” and onto effective, actionable feedback.
Justin Sims, a Project Manager at Focus Lab, reads his blog “The Gift of Good Feedback by Justin Sims and Amy Nance.”
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In honor of Earth Day and with a very timely rebrand, we have Senior Marketing Manager at Nori, Heidi Sloane, on the show to discuss their experience partnering with us on their new identity.For context, Nori is on a mission to scale the carbon removal industry, with the ultimate goal of reversing climate change. With a fully-integrated approach to creating, managing and selling verified carbon removals they seek to simplify a complicated market while increasing transparency, trust, efficiency, and impact.Tune is as Heidi and Bill discuss how Nori knew they were ready to elevate their brand, the biggest challenges and rewards of the project, and a few hidden gems of the Odi process that ended up being a pleasant surprise.Case study coming soon — stay tuned!Learn more about Nori: https://nori.com/
00:00 - Intro04:25 - How did you know it was time to invest in brand?10:10 - What were you looking for in a rebrand partner?13:23 - What was the most challenging part of the rebrand?18:00 - The rewards and ROI of the Nori rebrand21:50 - Odi Process Highlights: SMIT (Single Most Important Thing) and Brand Attributes27:45 - What advice do you have for someone approaching a rebrand?
-Odi is a B2B brand agency serving the unique demands of early-stage startups. Created by the global brand experts at Focus Lab.► https://odibrand.agencyLooking for a brand agency? We would love to hear from you. Email us: [email protected]
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After operating with the same brand identity for 50+ years, the Fabricators & Manufacturers Associate (FMA) decided it was time for a change. President + CEO, Ed Youdell, and VP of Finance, Natalie Haefliger, sat down with Focus Lab CEO Bill Kenney to reflect on their (multiple) projects with our team. Tune is as they discuss managing stakeholder expectations, the importance of a rebrand deadline, the most rewarding aspects of the project, and so much more.See more of our work with FMA at focuslab.agency/work/fma00:00 - Introduction04:12 - How did you know it was time to invest in brand?10:28 - What were you looking for in an agency partner?14:44 - What was the most challenging aspect?16:05 - Managing expectations (and opinions)24:25 - What was the most rewarding aspect?30:44 - What ROI have you seen since the rebrand?35:27 - What advice do you have for someone going through a rebrand?-Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.FOLLOW US: ►Podcast: https://anchor.fm/focuslab ►Instagram: @focuslabllc ►LinkedIn: https://www.linkedin.com/company/focus-lab-llc►Dribbble: https://dribbble.com/focuslab ►Web: https://focuslab.agencyLooking for a brand agency? We would love to hear from you. Email us: [email protected]
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Focus Lab's CEO Bill Kenney chats with Rob Meyerson (co-author) and Robin Goffman (Creative Director) about their work on the sixth edition of Designing Brand Identity, a branding classic created and authored by the late Alina Wheeler.You don't want to miss their discussion on the challenges and excitement of developing a highly collaborative book, their predictions for the future of design, their reflections on working alongside Alina, and her impact on the creative community.Links mentioned in this episode:Buy Designing Brand Identity on AmazonRob Meyerson's podcast "How Brands are Built" episode with Alina WheelerAIGA Alina Wheeler Memorial ScholarshipUniversity of the Arts ScholarshipsRob Meyerson's WebsiteRobin Goffman's Website-- Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.FOLLOW US: ►Instagram: https://www.instagram.com/focuslabllc/ ►LinkedIn: https://www.linkedin.com/company/focu... ►Dribbble: https://dribbble.com/focuslab ►Web: https://focuslab.agencyLooking for a brand agency? We would love to hear from you. Email us: [email protected]
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Another Odi episode of the Debrief is here! Odi is a B2B brand agency built from the team at Focus Lab specifically to serve early-stage startups. Today's guest, co-founder and CEO of Heliux Alex Craig, discusses why he felt brand was important in the pre-seed stage, his understandable fears, and his advice for other early stage founders considering their brand needs.
See more of our work with Heliux.0:00 - Intro3:10 - How did you know it was time to invest in brand?7:40 - What were you looking for in an agency partner?10:25 - What was the most challenging part of the rebrand for you?16:15 - What was the most rewarding part of the brand project?23:09 - What has your new brand allowed you to do that you couldn't before?25:42 - What advice do you have for a fellow founder considering investing in brand?
-Odi is a B2B brand agency serving the unique demands of early-stage startups. Created by the global brand experts at Focus Lab.►https://odibrand.agencyLooking for a brand agency? We would love to hear from you. Email us: [email protected]
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After more than a decade in business, Zuora was ready to expand its reach and needed a brand that would position it as the only choice for enterprises working to build, run, or grow a subscription solution in its industry. Former VP of Brand Experience at Zuora, Sergio Claudio, sat down with Focus Lab CEO Bill Kenney to reflect back on their work together. They discuss how brand is crucial to make people believe, the importance of a committed driver on a rebrand project of this scope, and why brand is a customer-centric investment.See more of our work with Zuora at focuslab.agency/work/zuora
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If you Google “brand concept” you’ll notice a landslide of business and marketing jargon. It may sound like a brand concept isn’t much different than a positioning statement or a value proposition. But it is! Brand concepts not only ensure your work is defensible, but that it will stand the test of time. Brand Strategist Anna Beyerle Rosen reads her article, “How We Use Brand Concepts to Build Better Brands.”
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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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It is Odi's first episode of The Debrief! Odi is a B2B brand agency built from the team at Focus Lab specifically to serve early-stage startups. Today's guest, founder and CEO of Amplify Jess Schultz, discusses why she rebranded just a year into business, understandable fears, and important lessons learned. 0:00 - Intro2:41 - What made you prioritize brand only a year into founding?7:32 - What were your expectations, particularly as an early-stage founder?8:33 - What was your biggest fear?13:11 - What was the most challenging aspect of the project for you?16:10 - What was the most rewarding aspect of the project?19:03 - What is this new brand going to allow you to do that you couldn't do before?21:21 - What would you tell a founder that doesn't think they need to invest in brand yet?23:55 - What advice would you give to someone thinking about a rebrand?-Odi is a B2B brand agency serving the unique demands of early-stage startups. Created by the global brand experts at Focus Lab.►https://odibrand.agencyLooking for a brand agency? We would love to hear from you. Email us: [email protected]
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So what happens after a rebrand? How do you transition the shiny new brand guidelines to the actual Slides templates your team uses every day? That's where Brand Support comes in. Yohann Kurzweil, Project Manager on our Brand Support team, reads “Brand Support: Come for the Launch, Stay for the Learning” by Amy Nance.
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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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Does "mission, vision, values" just sound like a bunch of corporate jargon to you? While they can be jargon-heavy if done poorly, we're here to break down what those messaging tentpoles SHOULD be and why they matter. Focus Lab brand strategist Jason Garvale reads, "The Power of Vision, Mission, Values, and Manifestos" by Jason Garvale and Amy Nance.
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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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To date, Crossbeam's Bob Moore has founded three companies, all centered around data engineering. Bob was originally a non-believer when it came to the power of a strong brand, but after his first brand project with Focus Lab, Bob had a change of heart. Enough so that he wrote the forward for Bill Kenney's recent book, Conquer Your Rebrand. Shortly after the book launched, Bill and Bob sat down to discuss his multiple experiences with Focus Lab and Bob's inspiring forward.
Learn more about Conquer Your Rebrand at conqueryourrebrand.com and visit Crossbeam at crossbeam.com.
0:00 - Intro
5:58 - How did you know it was time to rebrand?
7:15 - Discussing Bob Moore's brand conversion
26:20 - What did you find most challenging in the rebrand effort?
31:07 - What was the most rewarding part of the rebrand work through the lens of a founder?
37:10 - Discussing the ROI of a strong brand
41:30 - Why does investing in brand matter?
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