How do B2B leaders successfully navigate brand transformations? In this episode, Drew Neisser explores the art and science of rebranding with three exceptional marketers—Joy Neely, Heather Salerno, and Will Meier. From reclaiming past equity to aligning brands with new business goals, this conversation reveals the key strategies behind effective brand evolution.
In this episode:
- Joy Neely shares the bold move to bring Medvantx back to its roots, the challenges of reintroducing an old name, and how she balanced sales and marketing priorities to support a successful rebrand.
- Heather Salerno explains how Appcast’s rebrand evolved from a refresh to a strategic overhaul, aligning the company’s identity with its rapid growth and new offerings.
- Will Meier discusses building a family of brands at FM, the decision-making process behind a house-of-brands approach, and the challenges of maintaining premium positioning across diverse markets.
You’ll also learn:
- How to involve employees in the rebranding process and ensure alignment across teams.
- Metrics and KPIs to track brand health and measure rebrand success.
- Tips for overcoming resistance and fostering organizational buy-in.
Whether you’re embarking on a rebrand, refreshing your identity, or simply curious about what makes brand transformations succeed, this episode is packed with actionable insights for B2B marketers.