Rebrand Podcast: Marketing Campaigns Explained by the Brand & Agency

Do you want to land your business on powerful platforms such as Forbes, WSJ, Bloomberg, or Entrepreneur? Did you know you can turn your sales message into a PR angle? How do you find that angle and position yourself as an expert? Find out every detail as Gloria Chou, PR Coach at Gloria Chou PR LLC, discusses how SMBs can land on Forbes, WSJ, Bloomberg, and Entrepreneur.  Show Notes Connect Wi...

Traditional, old-school PR was built on privilege and access, and it's people who could pay the most that get access. What if there was a way for SMBs to get PR without paying any agency? It begins with your values, knowing where the PR opportunities are, and leveraging them. Want to find out more? Listen to Gloria Chou, PR Coach at Gloria Chou PR LLC, as she discusses the PR framework to enable S...

Philip Morris International, a well-known cigarette brand, wants to eliminate cigarettes and become a smoke-free products-led brand. What is powering this transformation, and how is the brand driving conversions? Let's get behind the scene and find out. In this episode, Stefano Volpetti, President of Smoke-Free Category & Chief Consumer Officer - IQOS, Philip Morris International, discusses ho...

How does a big tobacco brand transform into a smoke-free product brand advocating for healthier nicotine use for smokers? The transformation is real as Philip Morris International wants to achieve a 50% revenue from smoke-free products by 2025. They are set to bring these products to the US and are on course to change the trajectory of public health. Want to know more? Listen to Stefano Volpetti,...

Did you know you can turn ChatGPT into a virtual board of directors and a management consultant for invaluable insight? The sooner you and your team become AI literate, the faster you can leverage it to thrive. How do you get started? Listen to William Poett, President at 9Q Solutions, as he discusses empowering your board with ChatGPT. Show Notes   Connect With:  William Poett:  We...

AI is here to stay and will have scary implications for many businesses. While others are terrified by it (and rightly so), if your company has an aligned strategy, you can have a 10x growth phase and a 10x increase in your impact. Want to thrive in the age of AI disruption? Listen to William Poett, President at 9Q Solutions, as he discusses how to position your business to succeed in this era of...

When most consumers want to buy a sweet, packaged good, like a candy bar, they're not typically doing this online. How does a brand overcome this challenge and sell directly to consumers? Also, such products have low order value; how do you increase the order value to cover the cost of customer acquisition and still have good margins? Rip Van Wafles figured it out! Want to know how they did it? Li...

Brands, no matter how old, miss their way, and when they do, how do you revive their identity? How high does the approval go, and what guardrails do you need to implement? And more importantly, how do you make the business case for it to the C-suite? Listen to Robert Ferguson, Senior Director of Brand Strategy at SAP, as he discusses reviving a legacy company's identity. Show Notes Connect With:&n...

Too often, people approach brand building or rebranding from the outside, thinking it is all about being customer-centric. That's only one of the three truths of brand transformation, and it is not the most critical. What does it mean to transform a brand, and what is the most critical thing to remember, irrespective of company size? Listen to Robert Ferguson, Senior Director of Brand Strategy at...

Are you buying a brand on Amazon or trying to rebrand one? Do you know the complexities and what to expect? Today's guest takes the curtains off what it takes to rebrand a product on Amazon and why the poop like a champion brand is a daring example. Want to glean real insights from a hands-on brand marketer? Listen to Christine Ng, VP of Brands at Rainforest, as she talks about the rebranding proc...

At some point, every brand executive has to decide whether to launch into new markets or expand existing services or products. The latter is a nightmare for marketing executives. How do you launch into new markets and establish? Listen to Christine Ng, VP of Brands at Rainforest, as she talks about her former job at ClassPass and how she took the brand into 15 different markets.  Show Notes C...

As AI continues to gain popularity and use, can brands rely on them for the creative side of their rebranding or brand refresh? And if you have to create designs at scale, are you better hiring in-house, using an agency, or a creative-as-a-service? Listen to Amrita Mathur, VP of marketing at Superside, as she discusses the role of AI in total rebranding or a brand refresh and deciding what is suit...

At what point does a brand require a refresh or total rebrand? Only consider a rebrand if there is a need for the company to change its image in a big way. For instance, if there's a barrier to more consumers not coming on board, it's provable. What about a refresh? Listen to Amrita Mathur, VP of marketing at Superside, discussing when to do a total rebrand or brand refresh.  Show Notes Conne...

Effective SEO is that need-to-have service that casts big shadow businesses can't wish away. You either take the pain to do it and get the results, or you're feeling the pain of no eyeballs to your business. But how do you make SEO work for you like the plumber whose content marketing got national attention? Listen to Dmitrii Kustov, Marketing Director at RegexSEO, as he discusses the four main in...

Many marketers are obsessed with getting their brands to rank on Google search result pages but forget one critical thing, after getting your brand to rank, what next? Does the resulting traffic automatically turn into revenue? There's a lot to unpack in what Dignity Memorial did, turning their SEO traffic into millions of dollars using the "Send flowers" button. Listen to Dmitrii Kustov, Marketin...

Your company is one huge marketing bet away from becoming a mega-brand; will you take it? Do you have the creative? Does the data give you the courage to take that bet? As exemplified by Rocket Mortgage's Superbowl campaigns, a lot goes into that process, and their CMO was on hand to tell all about it. Listen to Casey Hurbis, CMO of Rocket Mortgage, as he talks about how the NFL has helped Rocket...

It's every marketer's dream to build a brand that becomes a household name in fame and sales. Some marketers think it is about following the data and experimenting, while others believe the creative side of marketing is more important. Whichever group you belong to, here's a question: would you take a 20 million dollar bet on a 60 seconds Super Bowl ad spot, and how will you make it work? Listen t...

From the war in Ukraine to inflation and the threat of another World war, how are consumers reacting to these uncertainties? What are the major consumer trends in a post-covid world, and what do they mean for your brand? Listen to Leigh Caldwell, Co-Founder & Partner at Irrational Agency, as he discusses the major consumer behavior trends in a post-covid world.  Show Notes Connect With:&n...

There's a human at both ends of every technology or product. Whatever category you operate in, there's already a human narrative around it, and it's your job to find how your brand's story fits into that. But how would you uncover these narratives? Listen to Leigh Caldwell, Co-Founder & Partner at Irrational Agency, as he discusses the behavioral science practices the biggest brands in the wor...

An influencer is a content creator all the time. But a content creator is not always an influencer. How do you leverage both? What are the intricacies of working with influencers vs. content creators? To get all the details, listen to Alessandro Bogliari, CEO and Co-Founder at The Influencer Marketing Factory, as he talks about influencer marketing versus content creators and the brand strategy th...

Many marketers have tested multiple platforms to leverage the power of influencer marketing at scale, but it remains elusive. What are marketers doing wrong? Part of the problem is standardizing pricing, not making data-driven decisions, budgeting, etc. Listen to Alessandro Bogliari, CEO and Co-Founder at The Influencer Marketing Factory, as he talks about how brands can leverage influencers.&nbsp...

Professionals in cybersecurity are super-smart people, but the most important thing to remember is that they are people. How do you build your cybersecurity brand to appeal to the human side of these techy and savvy professionals? How do you take away their risk concerns and make them trust you? Listen to Jill Stelfox, CEO and Executive Chairperson of Panzura, as she unpacks the layers of brand bu...

Starting a brand from scratch is one thing, but refounding a brand with at least three hundred customers is the next level. It promises a potential 485% growth rate, as Panzura recorded, but the question is, how do you refound a brand? What is the ethos to consider, and what does the process look like? Listen to Jill Stelfox, CEO and Executive Chairperson of Panzura, as she discusses the ethos of...

Brands like Crocs that do influencer marketing right are getting tremendous results, but there's one problem, influencer marketing, by nature, isn't a scalable marketing channel. So how do you leverage it to a good effect as Crocs did? What type of results should you anticipate? Listen to Erik Huberman, CEO & Founder of Hawke Media, as he discusses Crocs targeting gen z with influencers. ...

Marketing agencies can do much more than they are right now, whether helping to run a campaign to reposition a brand like Evite or turning cash flow into private equity for sustainability. The only drawback is that they are dropping the ball on one critical area of business - data, and no, it's not what you think. Want to find out more? Listen to Erik Huberman, CEO & Founder of Hawke Media, as...