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PODCAST

Focus On Brand

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

arts design

All Episodes

00:43:14

How to Lead a B2B Rebrand — Lessons from...

Focus On Brand ·

2025/10/15

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

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00:35:57

The Future of Brand and User Experience | Brand &...

Focus On Brand ·

2025/08/18

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

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00:34:31

How to Build Brand and Product in Tandem | Brand &...

Focus On Brand ·

2025/08/13

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

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00:28:45

Why Ignoring Brand Strategy Hurts Product Growth |...

Focus On Brand ·

2025/08/05

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

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00:31:18

The Debrief: Inside Totango’s M&A Rebrand and Bold...

Focus On Brand ·

2025/06/24

Totango’s CMO Karen Budell joins Focus Lab’s Bill Kenney to unpack how bold branding choices and a tight internal team led to a rebrand that didn’t just look good — it worked.From aligning internal cultures to creating a booth activation that got people talking, Karen shares tactical insights and strategic takeaways that any B2B leader navigating brand change can apply.In this episode, you’ll hear:The role a small, empowered team plays in driving rebrand successHow honest feedback (and base jumping)

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00:44:37

The ROI of B2B Brand: From Creative Investment to...

Focus On Brand ·

2025/05/13

Brand isn't just a creative exercise — it’s a product that drives ROI.Back for his third appearance on the Focus on Brand podcast, Sergio Claudio (ex-Adobe, Marketo, Zuora) joins us to challenge how organizations perceive and measure creativity. Is it just a cost center—or a powerful growth engine?In this episode, Sergio unpacks how creative work can (and should) drive business outcomes. From C-suite blockers to strategic alignment, we cover how to elevate creative teams from "make it

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00:36:45

The Debrief: Rebranding Popl from Viral TikTok...

Focus On Brand ·

2025/04/15

Join Bill Kenney as he sits down with Jason Alvarez Coen, CEO and co-founder of Popl, and Bryce Alston, VP of Marketing, to relive Popl's transformation in this insightful episode: ✅ Discover how Popl transitioned from a viral TikTok hardware product to an enterprise B2B SaaS company ✅ Learn about the triggers and catalysts that prompted the rebrand ✅ Understand the challenges and opportunities faced during the process ✅ Gain insights into their strategic rollout plan for a successful market entry ✅

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00:49:35

In Conversation: Creative Agencies in 2025 — Trends,...

Focus On Brand ·

2025/02/12

Calling all creative agency founders (or aspiring founders) 🚨 In our latest podcast episode, we sat down with the partners of Casa Davka, a consulting firm for creative agencies.Focus Lab CEO, Bill Kenney, had the pleasure of diving into the highs, lows, and everything in between with Emily Cohen and Hunter Vargas on their experiences and observations working with agency owners across the country and beyond. They hit on fantastic insights such as:The top three things agencies struggle

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00:34:41

In Conversation: Humanizing Technology via B2B...

Focus On Brand ·

2025/01/15

Calling all design and brand mascot nerds that were around in the 90s! We sat down with one of the original creators of Clippy (and the suite of Microsoft Office Assistants) and we got really deep in the lore of the tech mascot universe.Focus Lab CEO and Monte Atherton, founder of Astonishing Work design studio, hit on so many fantastic topics such as: 👉 How Clippy (and friends) came to be Office Assistants 👉 Using mascots to humanize technology in the 90s & today 👉 Clippy walked so AI

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00:36:52

The Debrief: An Open-Minded Rebrand with MessageGears

Focus On Brand ·

2024/12/03

In our latest episode of The Debrief, we're sitting down with MessageGears VP of Marketing, Will Devlin. After 10 years with the same logo, the MessageGears team's rebrand mantra was "anywhere but here" — and their rebrand project benefited greatly from that mindset.Will and Bill touch on so many important topics such as: The inflection point for the MessageGears rebrand The challenge of the unknown when entering a brand project The benefits of setting expectations when committing to

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00:41:34

The Debrief: A Data-Driven Rebrand with Cadmium

Focus On Brand ·

2024/11/05

In our latest episode of The Debrief, we're sitting down with Cadmium's marketing director, Jessie Reyes—and she brings as much data as she does passion to this conversation. Jessie and Bill touch on so many important topics such as: 👉 The lead-driven reasoning behind Cadmiums rebrand 👉 The benefits of working with an "A" Team agency 👉 The importance of leadership championing a rebrand 👉 How brand architecture played a role in the rebrand ROI 👉 And so much more! For all of our marketing

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00:28:51

The Debrief: Digging into Irwin's Brand Refresh

Focus On Brand ·

2024/10/01

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

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00:38:36

The Debrief: Brand Architecture + Zapier Acquisition...

Focus On Brand ·

2024/09/10

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

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00:39:15

In Conversation: Category Design, Brand Narratives,...

Focus On Brand ·

2024/08/20

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

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00:39:20

In Conversation: B2B Brand Marketing with Palmer...

Focus On Brand ·

2024/07/24

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

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00:46:45

The Debrief: PolyAI

Focus On Brand ·

2024/07/09

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

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00:44:23

The Debrief: Illoominus

Focus On Brand ·

2024/06/26

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

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00:28:52

In Conversation: Naming Lucid (and Beyond) with...

Focus On Brand ·

2024/06/06

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

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00:52:11

The Debrief: Investing in Brand w/ Ryan Masuga

Focus On Brand ·

2024/05/22

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

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00:36:43

In Conversation: Ecosystem-Led Growth with Bob Moore

Focus On Brand ·

2024/05/08

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

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