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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

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All Episodes

00:33:50

Fireside: Early-Stage Branding with Devin Richards

Focus On Brand ·

2023/04/03

Genina Ramirez, the Chief Growth Officer, chats with our Odi Managing Director, Devin Richards, about why organizations should - and shouldn't - invest in brand early on, Devin's perspective on his role at Odi, and important lessons he's learned working with brands for the last decade.

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00:48:01

The Debrief: Openly Rebrand

Focus On Brand ·

2023/03/22

Openly offers premium insurance made simple. We first worked with the Openly team as an early stage organization with a dozen or so employees. They've since grown to over 300 employees and recently closed their Series C. Focus Lab CEO Bill Kenney chats with Openly co-founder, CTO Matt Wielbut and COO Chris Bacon about their branding project, now three years out. Check out Openly at openly.com

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00:35:38

The Debrief: Cuttlesoft Rebrand

Focus On Brand ·

2023/03/06

Cuttlesoft is a creative product development agency crafting beautifully designed and highly scalable software solutions. We kicked off our work together in November of 2020, after Cuttlesoft realized the limitations of their previous brand. Focus Lab CEO Bill Kenney chats with Cuttlesoft co-founders Emily Morehouse and Frank Valcarcel about their rebrand and the challenges of balancing your opinions with objective strategy. Check out Cuttlesoft at cuttlesoft.com - Focus Lab is an established B2B

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00:06:39

Insights: Audience Messaging Framework

Focus On Brand ·

2023/02/22

The Audience Messaging Framework is a jumping-off point for all the stories a brand can tell. But importantly, and maybe surprisingly, it doesn’t include any actual messages themselves. So what is it? In today's episode, brand writer Sebastian Fryer tackles exactly that question in his article, “What Is the Audience Messaging Framework and How Do I Use It?" - Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in

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00:26:32

Why Tango Believes Investing in Brand Early Is Essential

Focus On Brand ·

2023/02/15

We had to opportunity to chat with Tango's CEO Ken Babcock about the Tango rebrand several months ago, but this time around we're focusing on the why. Tango invested in their brand before their product launch - a novel strategy for lean startups - and saw unexpected positive returns on their growth. Focus Lab CEO Bill Kenney chats with Tango co-founder Daniel Giovacchini about our work together and why they chose to prioritize brand early in their company lifespan. "You can't serve burnt pizza and

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00:04:31

Rebrand Advice From Seven Clients That Have Gone...

Focus On Brand ·

2023/01/24

In the Debrief, we ask past clients about their experiences going through a rebrand: the surprises, the learnings, the challenges. At the end of each episode we ask "If you had one piece of advice for someone considering going through a rebrand, what would it be?" Here are their answers. Featuring excerpts from our Debrief episodes with Kion, Locally, Marketo, Tango, Salesloft, Luminate, and Focus Lab. - Focus Lab is an established B2B brand agency that believes, without question, that the most

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00:08:40

Insights: How to Write a Purpose Statement That...

Focus On Brand ·

2023/01/13

What's the purpose of a purpose statement? Because purpose statements are so powerful, they're vulnerable to bloat and buzzwordery. Focus Lab's Genina Ramirez reads, "How to Write a Purpose Statement That Actually Matters" by brand writer Idoia Gkikas. - 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

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00:01:00

Focus On Brand Show Trailer

Focus On Brand ·

2022/12/20

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,

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00:50:42

The Debrief: Salesloft Rebrand

Focus On Brand ·

2022/12/15

As the #1 Sales Engagement solution in the market, Salesloft is beloved by its users, but the previous brand lacked energy and prominence. It was time for the world to immediately understand its distinction. Focus Lab CEO Bill Kenney chats with former Salesloft CMO Sydney Sloan about our work together and how you can never invest too early. And this episode marks the end of Season 2! We're taking a break for the holidays and we'll see you in 2023 with new episodes. See more of our work with

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00:11:03

10 Minutes on Brand: Brand Trends in 2022

Focus On Brand ·

2022/12/09

Skinny jeans are out, or are they back in? Trends are common in fashion, but trends ripple through the world of design and brand too. This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and design director Natalie Kent chat about trends they've noticed in the world of branding lately. - 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

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00:34:20

The Debrief: Luminate Rebrand

Focus On Brand ·

2022/12/02

Formerly P-MRC Data, Luminate approached Focus Lab as it was undergoing a reorganization and rapid growth. The previous brand portfolio lacked meaning and was scattered across legacy and adjacent brands, and the future identity needed to be direct, memorable, and future-facing. Focus Lab CEO Bill Kenney chats with Luminate CEO Rob Jonas about our work together and the importance of a good foundation. See more of our work with Luminate at focuslab.agency/work/luminate - Focus Lab is an established

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00:09:08

Insights: How To Identify Your Competitive Landscape

Focus On Brand ·

2022/11/22

We all want to have the winning formula. For those going through a rebrand (and in most other competitive environments), it's crucial to know who else is competing. Knowing where you fit among direct and indirect competitors can help you win customers and brand loyalty. Focus Lab's Genina Ramirez reads, "How To Identify Your Competitive Landscape" by brand strategists Jason Garvale and Anna Beyerle Rosen. - Focus Lab is an established B2B brand agency that believes, without question, that the most

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00:11:15

10 Minutes on Brand: Rebrand vs Refresh

Focus On Brand ·

2022/11/17

We frequently encounter people with different definitions of a “rebrand” and a “brand refresh.” At Focus Lab, a rebrand involves significant changes to your brand and is often appropriate when something has shifted within your business, ie. you’re targeting a new customer, breaking into a new market, repositioning, etc. Whereas a refresh is a more of an evolution of your existing brand elements. This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and brand strategist Anna Beyerle Rosen dig

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00:56:07

The Debrief: Rebranding Focus Lab

Focus On Brand ·

2022/11/09

Over a year ago, Focus Lab embarked on a rebrand. As a branding agency that's handled hundreds of rebrands for our clients, we had a lot of thoughts. In this episode of the Debrief, Genina Ramirez sits down with our three partners — Bill Kenney, Erik Reagan, and Will Straughn — to talk through the project, the hurdles we faced, and how everyone's feeling a year out. Check out our case study to see more and unlock an extended version if you're subscribed to our newsletter:

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00:05:26

Insights: Who's Driving Your Rebrand

Focus On Brand ·

2022/11/07

Traversing hundreds of clients over 12 years in the branding space, we’ve experienced the mission-critical importance of defining a key leadership role within each rebrand project. At Focus Lab, we call this mission-critical role the “Driver.”Focus Lab's Genina Ramirez reads, "Who's Driving Your Rebrand by Bill Kenney." This article was originally published on BrandersMagazine.com on February 23, 2022. Written by Bill Kenney. - Focus Lab is an established B2B brand agency that believes, without

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00:12:13

10 Minutes on Brand: Brand Horror Stories

Focus On Brand ·

2022/10/27

It's a special Halloween episode of 10 Minutes on Brand! And what keeps a brand agency up at night? Brand launches gone awry. Focus Lab’s Will Straughn and Bill Kenney discuss some infamous brand launches and how to get through it. 0:00 - Intro 0:57 - Brand Leaks 4:13 - Public Pushback 8:11 - Logo Comparisons The ground rules for 10 Minutes On Brand are simple: we'll discuss one specific subject related to branding but only have 10 minutes to dive deep. - Focus Lab is an established B2B brand

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00:05:13

Insights: Lead With Your Brand Through A Recession

Focus On Brand ·

2022/10/18

Branding is a critical aspect of any business. It’s how you communicate the unique value that your product or service offers to your customers. It’s what makes you stand out from the competition and drives customer loyalty. When done right, branding can make or break a company—especially during an economic downturn when everyone’s spending is down or being more closely scrutinized.Focus Lab's Genina Ramirez reads, "Lead With Your Brand Through A Recession by Will Straughn." This article was

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00:28:03

The Debrief: Locally Rebrand

Focus On Brand ·

2022/10/14

Locally helps connect local retailers with online shoppers. After roughly seven years in business, the brand had become disjointed and lacked scalability. Focus Lab worked with Locally on their rebrand to prepare them for that next phase of growth. Focus Lab CEO Bill Kenney chats with Locally Founder and CEO Mike Massey about our work together and how the final direction almost didn't make it passed the chopping block. See more of our work with Locally at locally.com 0:00 - Intro 3:02 - How did you

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00:07:08

Insights: How Your Brand Can Build Resilience During...

Focus On Brand ·

2022/09/29

A recession is the time to buckle down and invest in the foundation of your company—your brand—so you can take full advantage of the brighter skies ahead. Focus Lab's Genina Ramirez reads, "How Your Brand Can Build Resilience During a Recession by Bill Kenney." This article was originally published on Fast Company on August 25, 2022. - 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

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00:05:15

Insights: Branding Your Early-Stage Venture

Focus On Brand ·

2022/09/22

We speak to many B2B startups in early funding stages, and we hear one question time and time again: “Is now the right time to make the investment in my brand?” Truth be told, there is no prescriptive, one-size-fits-all answer. But we have a few points of consideration to help determine if your organization should invest in branding sooner rather than later. Focus Lab's Dahlia Arado Lilleslåtten reads her article, "Branding Your Early-Stage Venture." - Focus Lab is an established B2B brand agency

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