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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

00:39:20

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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00:08:59

Insights: The Gift of Good Feedback

Focus On Brand ·

2024/04/23

For creative work, we find that “good feedback” means “effective feedback.” That means hearing what isn’t working, AND what is. We’ve got some tips for you, or your clients, to get beyond “I don’t like it” and onto effective, actionable feedback. Justin Sims, a Project Manager at Focus Lab, reads his blog “The Gift of Good Feedback by Justin Sims and Amy Nance.”

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00:32:16

The Debrief: Nori

Focus On Brand ·

2024/04/17

In honor of Earth Day and with a very timely rebrand, we have Senior Marketing Manager at Nori, Heidi Sloane, on the show to discuss their experience partnering with us on their new identity.For context, Nori is on a mission to scale the carbon removal industry, with the ultimate goal of reversing climate change. With a fully-integrated approach to creating, managing and selling verified carbon removals they seek to simplify a complicated market while increasing transparency, trust, efficiency,

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00:39:47

The Debrief: Fabricators & Manufacturers Association

Focus On Brand ·

2024/04/11

After operating with the same brand identity for 50+ years, the Fabricators & Manufacturers Associate (FMA) decided it was time for a change. President + CEO, Ed Youdell, and VP of Finance, Natalie Haefliger, sat down with Focus Lab CEO Bill Kenney to reflect on their (multiple) projects with our team. Tune is as they discuss managing stakeholder expectations, the importance of a rebrand deadline, the most rewarding aspects of the project, and so much more.See more of our work with FMA at

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00:47:40

In Conversation: Designing Brand Identity with Rob...

Focus On Brand ·

2024/04/03

Focus Lab's CEO Bill Kenney chats with Rob Meyerson (co-author) and Robin Goffman (Creative Director) about their work on the sixth edition of Designing Brand Identity, a branding classic created and authored by the late Alina Wheeler.You don't want to miss their discussion on the challenges and excitement of developing a highly collaborative book, their predictions for the future of design, their reflections on working alongside Alina, and her impact on the creative community. Links

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00:29:45

The Debrief: Heliux

Focus On Brand ·

2024/03/14

Another Odi episode of the Debrief is here! Odi is a B2B brand agency built from the team at Focus Lab specifically to serve early-stage startups. Today's guest, co-founder and CEO of Heliux Alex Craig, discusses why he felt brand was important in the pre-seed stage, his understandable fears, and his advice for other early stage founders considering their brand needs.See more of our work with Heliux. 0:00 - Intro 3:10 - How did you know it was time to invest in brand? 7:40 - What were you

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00:50:26

The Debrief: Zuora

Focus On Brand ·

2024/02/06

After more than a decade in business, Zuora was ready to expand its reach and needed a brand that would position it as the only choice for enterprises working to build, run, or grow a subscription solution in its industry. Former VP of Brand Experience at Zuora, Sergio Claudio, sat down with Focus Lab CEO Bill Kenney to reflect back on their work together. They discuss how brand is crucial to make people believe, the importance of a committed driver on a rebrand project of this scope, and why brand

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00:07:51

Insights: Brand Concepts Build Better Brands

Focus On Brand ·

2023/11/21

If you Google “brand concept” you’ll notice a landslide of business and marketing jargon. It may sound like a brand concept isn’t much different than a positioning statement or a value proposition. But it is! Brand concepts not only ensure your work is defensible, but that it will stand the test of time. Brand Strategist Anna Beyerle Rosen reads her article, “⁠How We Use Brand Concepts to Build Better Brands⁠.”- Focus Lab is an established B2B brand agency that believes, without question, that the

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00:28:08

The Debrief: Amplify

Focus On Brand ·

2023/10/23

It is Odi's first episode of The Debrief! Odi is a B2B brand agency built from the team at Focus Lab specifically to serve early-stage startups. Today's guest, founder and CEO of Amplify Jess Schultz, discusses why she rebranded just a year into business, understandable fears, and important lessons learned. 0:00 - Intro 2:41 - What made you prioritize brand only a year into founding? 7:32 - What were your expectations, particularly as an early-stage founder? 8:33 - What was your biggest

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00:07:17

Insights: Brand Support - Come for the Launch, Stay...

Focus On Brand ·

2023/10/17

So what happens after a rebrand? How do you transition the shiny new brand guidelines to the actual Slides templates your team uses every day? That's where Brand Support comes in. Yohann Kurzweil, Project Manager on our Brand Support team, reads “Brand Support: Come for the Launch, Stay for the Learning” by Amy Nance. - 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

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00:08:52

Insights: The Power of Vision, Mission, Values, and...

Focus On Brand ·

2023/10/03

Does "mission, vision, values" just sound like a bunch of corporate jargon to you? While they can be jargon-heavy if done poorly, we're here to break down what those messaging tentpoles SHOULD be and why they matter. Focus Lab brand strategist Jason Garvale reads, "The Power of Vision, Mission, Values, and Manifestos" by Jason Garvale and Amy Nance. - Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones

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00:46:30

The Debrief: The Impact of B2B Branding with Bob Moore

Focus On Brand ·

2023/09/08

To date, Crossbeam's Bob Moore has founded three companies, all centered around data engineering. Bob was originally a non-believer when it came to the power of a strong brand, but after his first brand project with Focus Lab, Bob had a change of heart. Enough so that he wrote the forward for Bill Kenney's recent book, Conquer Your Rebrand. Shortly after the book launched, Bill and Bob sat down to discuss his multiple experiences with Focus Lab and Bob's inspiring forward. Learn more

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00:50:10

The Debrief: Four Kitchens Rebrand

Focus On Brand ·

2023/08/03

Four Kitchens cooks up some of the best sites on the internet with its content expertise, technical excellence, and affinity for mission-driven organizations. The agency partnered with Focus Lab at a critical time; from its roots in Texas, Four Kitchens had grown into a global company. After a recent merger and ahead of an acquisition, Four Kitchens found itself expanding — and in need of a brand custom-built to grow. Shortly before their rebrand launched, Focus Lab CEO Bill Kenney sat down with

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00:41:41

The Debrief: Quantive Rebrand

Focus On Brand ·

2023/06/27

Formerly Gtmhub, Quantive is purpose-built OKR software that helps ambitious companies of all sizes close the strategy execution gap. Quantive required a brand identity to match their big, audacious vision and showcase they are not just software or an idea — they are an entirely new way of working. In this episode, Focus Lab CEO Bill Kenney chats with Casey Carey, Chief Marketing Officer at Quantive, about launching in December, how they kept the company in the loop (and if that was a good idea),

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00:05:36

Insights: Why Hiring an Agency for Your Branding Work...

Focus On Brand ·

2023/06/22

There’s that old saying: “If you want to go fast, go alone. But if you want to go far, go together.” We’d say the same is true in the branding world. It won’t always make sense to hire an agency for your brand work, but you might be surprised how often it does. Focus Lab President and Partner Will Straughn reads, "Why Hiring an Agency for Your Branding Work Is Better Than Doing It In-House" by Will Straughn and Sebastian Fryer. - Focus Lab is an established B2B brand agency that believes,

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