Focus On Brand

Focus Lab

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A podcast from the team at Focus Lab, a global B2B brand agency building brands that lead and inspire. focuslab.agency

4 FEB

TAI’s Strategic Brand Refresh for a Scalable Future | The Debrief with Nick Donovan

What happens when a brand still holds value — but no longer reflects who you’ve become? In this episode of The Debrief, Focus Lab CEO Bill Kenney sits down with Nick Donovan, VP of Marketing and Communications at the Technology Association of Iowa (TAI), to explore how his team evolved an almost decade-old brand into a scalable system that better reflects who they are today. With a background in graphic design and agency life, Nick brings sharp perspective on aligning purpose, messaging, and identity and what it really takes to bring a modern B2B brand to life. You’ll hear: ✅ Why slowing down is essential to making smarter, more strategic brand decisions ✅ Why a deeper look at brand equity led to a more confident, focused refresh ✅ How to design a scalable system that unifies multiple sub-brands and programs ✅ How clear messaging enables more confident, consistent brand activation Whether you’re planning a brand evolution or leading an identity rollout, this episode offers practical insight into what lasting, modern B2B branding really requires. Editor's Note: You’ll notice some of our video dips into lo-fi territory throughout this episode. We had some rendering issues, but thankfully the insights came through in HD. --- 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. --- Stay in Touch: Subscribe to our newsletterConnect with us on LinkedInSubscribe to our YouTube ChannelFollow us on Instagram

34 min
21 ENE

Brand Naming in 2026: AI, Trademarks, and What’s Next with Lexicon’s David Placek

Brand naming in 2026 is more complex, and more critical, than ever. David Placek, founder of Lexicon Branding (the team behind names like Swiffer, BlackBerry, Sonos, and Dasani), joins Focus Lab CEO Bill Kenney to explore the new frontiers of naming: from AI-driven processes and trademark saturation to global naming challenges and evolving consumer expectations. What you'll learn: How AI is reshaping naming workflows and client expectationsWhen a rename makes strategic sense (and when it doesn’t)Why global names must be distinct, ownable, and emotionally resonantWhat’s changed — and what still holds true — in naming todayWhether you're a CMO, founder, or brand strategist, this episode unpacks how to make smarter, more future-proof naming decisions. --- 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. --- Stay in Touch: Subscribe to our newsletterFollow us on LinkedInFollow us on Instagram

41 min
12/12/2025

The Debrief: B2B Branding Doesn’t Have to Be Boring — GigSalad’s Bold Evolution

When’s the right time to let go of a brand that’s no longer serving your business—even if it’s been working for 10+ years? In our latest episode of The Debrief, Focus Lab CEO Bill Kenney talks with the GigSalad team: CEO Mark Steiner, CTO Locke Bircher, and Product Designer Nichole Baiel. Together, they discuss the bold, intentional rebrand that helped them level up and better align with their future audience and goals. They unpack the creative decisions, moments of friction, and meaningful conversations that shaped the transformation from the brief to the big reveal. In this episode, you’ll learn: ✅ Why holding onto a legacy brand can quietly limit future growth ✅ How “playing it safe” in B2B branding makes it harder to stand out ✅ Why designing for your audience—not yourself—drives better results ✅ The often-overlooked value of soft skills when choosing a branding partner 🎧 Whether you’re evolving your identity or evaluating your agency partner, this episode offers candid insights into what bold B2B branding really takes. 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.---STAY IN TOUCH:► Subscribe to our Newsletter► LinkedIn► YouTube► InstagramLooking for a brand agency? We would love to hear from you. Email us: hello@focuslab.agency

49 min
13/11/2025

How Leading B2B Teams Use AI to Scale Brand Execution | In Conversation with Rows Head of Growth & AI

Let's be honest, we don’t need more AI hype. We need real examples of how teams are using it to work smarter. In this episode, Henrique Cruz of Rows shares how AI is becoming a true creative collaborator — streamlining workflows, accelerating iteration, and unlocking bandwidth for higher-value thinking. After partnering with Focus Lab on a full rebrand, the Rows team didn’t shelf the guidelines — they activated them. Henrique shares how they now use AI to generate on-brand creative drafts faster, using the original system as a foundation. The result? More assets, more agility, and more space for designers to focus on what matters most: pushing the work further. What this episode covers: 🔺 Real examples of AI-driven creative workflows inside a lean B2B team 🔺 How brand guidelines + AI = speed without sacrifice 🔺 The tactical impact of AI on creative ops and content velocity 🔺 How to keep humans at the center while working smarter Whether you’re leading a brand, scaling a creative team, or exploring AI for marketing execution, this conversation delivers practical insights — not just predictions. Show Notes: Follow Henrique Cruz on LinkedInThe LinkedIn post that inspired this episodeThinking, Fast and Slow by Daniel Kahneman --- 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. --- STAY IN TOUCH: ⁠Focus Lab Newsletter⁠⁠LinkedIn⁠⁠YouTube Channel⁠⁠Instagram Looking for a brand agency? We would love to hear from you. Email us: hello@focuslab.agency

27 min
15/10/2025

How to Lead a B2B Rebrand — Lessons from Contentstack’s CMO | The Debrief with Gurdeep Dhillon

What does it really take to lead a successful B2B rebrand — one that aligns internal teams, resonates externally, and drives measurable ROI? In this episode, Contentstack CMO Gurdeep Dhillon joins Focus Lab CEO Bill Kenney to break down the full rebranding journey. You’ll learn how Gurdeep approached agency selection, structured internal collaboration, navigated creative feedback, and activated the brand with impact. Whether you're planning a rebrand, navigating M&A, or evolving your company's voice, this is a playbook for brand leaders who want to get it right. What you'll hear: How a refresh clarified the need for a full rebrandThe four traits Contentstack used to select a brand agencyEarly ROI indicators just weeks after launchAdvice for CMOs leading their next rebrand Episode Resources: Contentstack > Focus Lab Case StudyContentstack's Rebrand AnnouncementFollow Gurdeep on LinkedIn --- 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.---STAY IN TOUCH: Focus Lab NewsletterLinkedInYouTube ChannelInstagramLooking for a brand agency? We would love to hear from you. Email us: hello@focuslab.agency

43 min
18/08/2025

The Future of Brand and User Experience | Brand & Product with Lee Eisenbarth (Ep. 3)

In the final episode of our Brand and Product series, Bill Kenney (Focus Lab) and Lee Eisenbarth (MaxQ) look ahead: What does the future hold for brand in a world shaped by evolving user expectations and AI tools?From kids swiping TikTok to professionals navigating enterprise software, the bar for user experience is higher than ever. So how does brand show up — not just in how things look, but in how they feel?This episode dives into: Why younger generations will force brands to prioritize experience inside productsWhat Apple teaches us about branding beyond visualsHow AI is changing creative work — and where humans still hold the edgeOne mindset shift every founder should make about brand and productAnd so much more! Whether you’re a founder, product, or brand leader, this conversation will challenge how you think about the emotional resonance of brand, and its vital role in the future products we build.Watch the full series for a complete perspective on how to bridge brand and product in ways that endure. --- 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. --- Stay in Touch: Subscribe to the Focus Lab NewsletterFollow us on LinkedInFollow us on Instagram

36 min
13/08/2025

How to Build Brand and Product in Tandem | Brand & Product with Lee Eisenbarth (Ep. 2)

When brand and product are treated as separate silos, user trust suffers. In this episode, Focus Lab CEO Bill Kenney and Max Q Co-Founder Lee Eisenbarth unpack what it means to build software experiences that feel cohesive—because they are. They explore how design systems, microcopy, onboarding flows, and even 404 pages can carry the weight of brand, not as decoration, but as the soul of the experience. You’ll hear examples from companies like Slack, Linear, and Ledger, and leave with tactics to align product with purpose — even on a lean budget. Key Takeaways: Why brand-product misalignment kills trust (and how to fix it) Where to inject brand personality into the product — without overdoing it Small but mighty ways to make technical UX feel human How internal teams (not just marketing) scale brand consistently Whether you’re building your MVP or scaling a platform, this is your playbook for embedding brand into every corner of your product. Episode Resources: Learn more about MaxQ"Brand Isn't the Frosting. It's the Framework." (Article by Lee Eisenbarth)Connect with Lee on LinkedInPrint Magazine / Headspace Brand Article 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.STAY IN TOUCH: Newsletter: https://focuslab.agency/subscribeLinkedIn: https://www.linkedin.com/company/focus-lab-llcInstagram: @focuslabllc Looking for a brand agency? We would love to hear from you. Email us: hello@focuslab.agency

35 min
05/08/2025

Why Ignoring Brand Strategy Hurts Product Growth | Brand & Product with Lee Eisenbarth (Ep. 1)

When product teams build fast and brand is left behind, user experience gaps emerge — and trust erodes.In this first installment of our Brand & Product Series, Focus Lab CEO Bill Kenney sits down with Lee Eisenbarth (Co-Founder, Max Q) to unpack why brand and product are still so often siloed — and why that separation is a critical failure for B2B startups and scale-ups.From early-stage identity myths to missed emotional cues in product design, this conversation sets the foundation for a new way forward: one where brand is built in from day one. What we cover: Why product-first thinking often undervalues brandHow emotional architecture builds resonance and retentionThe business risk of “brand as garnish” thinkingReal-world moments where brand drives product trust (Duolingo, Chase, Chewy)How to align marketing, product, and brand as one experience Whether you're a founder, product leader, or brand strategist, this is a must-watch on how to create unified, enduring experiences that move both hearts and markets. "Brand Isn't the Frosting. It's the Framework" (Lee's Article)Connect with Lee on LinkedIn ---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.---STAY IN TOUCH:► Newsletter: https://focuslab.agency/subscribe► LinkedIn: https://www.linkedin.com/company/focus-lab-llc► Podcast: https://creators.spotify.com/pod/prof...► Instagram: @focuslabllc Looking for a brand agency? We would love to hear from you. Email us: hello@focuslab.agency

29 min

TRÁILER

Focus On Brand Show Trailer

Focus on Brand is the podcast from Focus Lab - a global B2B brand agency with over a decade of insights to share. Our weekly-ish episodes range from quick digestible readings of our blogs, interviews with Focus Lab team members — aka our boots-on-the-ground brand experts — and unfiltered honest conversations with our past clients, giving them the opportunity to share their rebrand experiences; from rocky moments to soaring successes. Our purpose is to unlock the potential of the people around us, and we hope that this podcast and our insights help you unlock your potential, whether that's guiding your client through a sticky situation, leveraging brand to help your company flourish, or just learning more about the niche world of branding. We're happy you're here. Now, let's get started.

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1 min

A podcast from the team at Focus Lab, a global B2B brand agency building brands that lead and inspire. focuslab.agency

Creador

Focus Lab
Años de actividad

2021 - 2026
Episodios

108
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© Focus Lab
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Focus On Brand