Focus On Brand

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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

  1. Start With Clarity: How ClearCo Built Their Brand Foundation | The Debrief with CMO Rhiannon Staples

    20. Mai

    Start With Clarity: How ClearCo Built Their Brand Foundation | The Debrief with CMO Rhiannon Staples

    This rebrand started with a new CMO and a 20-year-old company ready for change. It ended with real diamonds given away in a crowd. Here's everything in between. In our latest episode of The Debrief, Focus Lab CEO Bill Kenney sits down with Rhiannon Staples, CMO of ClearCo, to walk through the rebrand that brought their brand identity in line with who they'd actually become. From building a structured agency selection process to rallying an entire organization around a new vision, Rhiannon shares what it really takes to lead a rebrand from the inside. Tune in to hear: How to take the guesswork out of choosing a branding agencyWhy a rebrand is the foundation, not the finish lineHow a structured agency process keeps busy senior stakeholders aligned and on trackWhat a brand-led activation looks like when the concept is truly dialed in If you're a B2B marketing leader ready to build a brand foundation that lasts, this one's for you. --- Episode Resources: Check Out ClearCo in ActionLearn more about 301 Walsh (Events)Learn more about Craft&Crew (Web Dev) --- 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 YouTube channelFollow us on LinkedInSubscribe to our newsletterFollow us on Instagram

    40 Min.
  2. A Bold B2B Brand Evolution for a Category Leader | The Seamless Debrief

    15. Apr.

    A Bold B2B Brand Evolution for a Category Leader | The Seamless Debrief

    When your product outpaces your brand, it's a signal — not a crisis. After a decade of building, Seamless recognized that gap and decided to do something about it. In this episode of The Debrief, Focus Lab CEO Bill Kenney sits down with Jonathan Pogact (VP of Marketing) and Philip LaChance (Principal Designer) at Seamless, to relive their 8+ month rebrand journey — from building the internal case to launching a brand that finally matched the company they'd become. In this episode you'll hear: How to recognize when it's time to rebrandWhy choosing the right agency is about vibe as much as craftWhat it takes to champion a long, multi-stakeholder rebrand from start to finishWhat the internal ROI of a rebrand feels like on the other side of launch If you're a B2B marketing or design leader watching your competitive edge become table stakes, you'll be taking notes on this one! --- Episode Resources: Check out Seamless in actionRead Conquer Your Rebrand by Bill Kenney --- 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 LinkedInSubscribe to our YouTube channelFollow Us on Instagram

    30 Min.
  3. Achieving Alignment in a B2B Rebrand through Clear Frameworks | The Animoto Debrief

    11. März

    Achieving Alignment in a B2B Rebrand through Clear Frameworks | The Animoto Debrief

    Brand decisions don't have to be personal. The best rebrand leaders know how to take the emotion out and replace it with clear criteria. ✅ In this episode of The Debrief, Focus Lab CEO Bill Kenney sits down with Beth Forester — now CEO of Animoto, and VP of Marketing during their rebrand — to explore how intentional process and clear decision-making can be the difference between a brand project that stalls and one that actually succeeds. Animoto was shifting its market position from consumer to SMB, carrying four iterations of their old brand across their product experience, and accumulating brand debt fast. What followed was one of the most structured, stakeholder-savvy approaches to a rebrand we've seen. In this episode, Bill and Beth cover: Building internal alignment before agency engagement ever beginsUsing the RACI framework to manage input and keep decisions movingNavigating the logo phase before opinions start to outweigh criteriaDefining success metrics early to keep brand decisions objective If you're a B2B marketing or brand leader heading into a rebrand — or trying to figure out how to get your organization aligned before one — this episode offers a practical, grounded look at how to lead the process with clarity and confidence. --- Episode Resources Learn More about AnimotoThe RACI Matrix --- 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 LinkedInSubscribe to our YouTube ChannelFollow Us on Instagram Looking for a brand agency? We would love to hear from you. Email us: hello@focuslab.agency

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

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

    21. Jan.

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

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

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

    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.
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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

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  • Erstellt von
    Focus Lab
  • Jahre aktiv
    2021 - 2026
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    111
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    Focus On Brand

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