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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

00:29:36

The Debrief: Tango Rebrand

Focus On Brand ·

2022/04/20

Tango is the only workflow intelligence platform that helps teams be their best at work by transforming process documentation from a chore they must do into an opportunity for continuous collaboration and improvement. After two years in business, Tango's identity felt fragmented and ready for a strategic upgrade. Focus Lab CEO Bill Kenney chats with Tango co-founder Ken Babcock about our work together and why they chose to prioritize brand, even before their public product launch. 0:00 - Intro 2:50

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00:13:23

10 Minutes on Brand: Brand Architecture

Focus On Brand ·

2022/04/08

This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and Anna Beyerle Rosen chat about brand architecture. 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. This episode's will dive into questions like: What is "brand architecture" and why does it matter? Does a family of brands need to feel connected? We hope you enjoy this episode of 10 Minutes On Brand! Be sure to leave us any comments or

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00:11:03

Insights: The Biggest B2B Value Driver in the...

Focus On Brand ·

2022/03/29

Companies investing in intangible assets outperform their peers. For high-growth companies, their most valuable intangible asset is their brand. And an exceptional brand experience is something that cannot be touched by competitors. Focus Lab's Genina Ramirez reads an article from our Design Director, Natalie Kent, “The Biggest B2B Value Driver in the Intangible Economy.” This article was originally published to Focus Lab. - Focus Lab is an established B2B brand agency that believes, without

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00:57:28

The Debrief: Kion Rebrand

Focus On Brand ·

2022/03/24

With a new name, Kion — formerly cloudtamer.io — needed an identity that established it as a trusted technology partner and innovator in the cloud-management space. Focus Lab CEO Bill Kenney chats with Kion's CEO Brian Price and VP of Marketing Marianna Noll about our work together and why an early investment in brand is an investment forward. Kion partnered with Focus Lab on their rebrand in 2021. See more of our work together: focuslab.agency/work/kion 0:00 - Intro 3:02 - How did you know it

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00:09:30

Insights: A Position on Positioning

Focus On Brand ·

2022/03/18

When it comes to positioning, any company other than “a first” will struggle to differentiate itself on features and product alone — especially in the B2B world awash in buzzwords and jargon and “my product stack is bigger than yours.” That’s why brand positioning is so important — and why brands should embrace some higher benefit that appeals to your audience on a deeper level. Shabnam Gideon, Strategy Director at Focus Lab, reads her article, “A Position On Positioning.” This article was

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00:44:06

Fireside: Design Leadership with Natalie Kent

Focus On Brand ·

2022/03/09

Welcome to Focus Fireside; a series where we sit down with a Focus Lab team member to learn more about their role, their perspective on branding, and important lessons they’ve learned. Today Genina Ramirez, the Business Development Manager here at Focus Lab, chats with our Design Director, Natalie Kent. - 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

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00:06:22

Insights: Brand Archetypes, Universal Truths

Focus On Brand ·

2022/02/17

The Hero. The Outlaw. The Lover. Archetypes are a standard set of human constructs. They are not confined by language, culture, time, or gender — instead an iconic narrative representing a prevailing experience. Focus Lab brand strategist Haley Bridges reads her article, "Brand Archetypes, Universal Truths." This article was originally published to Focus Lab. - 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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00:03:53

Insights: Three Steps To Determine If Your Brand Is...

Focus On Brand ·

2022/02/10

Today, brands can no longer compete on just features and prices. To truly lead in your category, you also need to lead with your branding. A strong, best-in-class brand can be the factor that breaks you out of the commodity battle and positions your organization for success. Focus Lab Chief Growth Officer Will Straughn reads his article, “Three Steps To Determine If Your Brand Is Competitive." Originally published on Forbes on October 29, 2021. - Focus Lab is an established B2B brand agency that

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00:51:00

The Debrief: Marketo Rebrand

Focus On Brand ·

2022/02/02

In 2018, marketing engagement leader Marketo approached us to redefine their brand identity after more than a decade operating under the banner of purple growth bars. Unbeknownst to us at the time, Marketo was in the process of being acquired by Adobe for $4.75 billion. Focus Lab CEO Bill Kenney chats with Sarah Kennedy Ellis and Sergio Claudio—two former Marketo team members that were instrumental to the rebrand project—about our work together and what happens behind the scenes when a hugely

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00:29:09

Fireside: Brand Strategy with Haley

Focus On Brand ·

2022/01/25

Welcome to the first episode of Focus Fireside; a new series where we sit down with a Focus Lab team member to learn more about their role, their perspective on branding, and important lessons they’ve learned. Today Genina Ramirez, the Business Development Manager here at Focus Lab, chats with one of our Brand Strategists, the perpetually thoughtful, Haley Bridges. - Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who

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00:00:34

Season 2

Focus On Brand ·

2022/01/12

Thank you for listening to Focus on Brand! Season 2 is kicking off in January and we’ve got some great stuff in store: an inside look into how a branding agency rebrands, conversations with the decision makers behind some of our most impactful rebrands, and more insights into everything brand. - 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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00:04:34

Insights: From Facebook to Meta

Focus On Brand ·

2021/12/23

When Facebook became Meta, it was headline news. Particularly in the world of branding. But after years of bad publicity, is a name change too little, too late? Focus Lab Chief Growth Officer Will Straughn reads his article, "From Facebook to Meta: The Power of a Rename." This article was originally published to Focus Lab. - 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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00:09:26

Insights: The Truth About Positioning and Messaging

Focus On Brand ·

2021/12/08

Occasionally, a Chili Cook Off inspires reflection into brand messaging and positioning. This is one of those times. Are they the same thing? Can I skip one? No and no. Focus Lab Brand Writer Amy Nance reads her article, “The Truth About Positioning and Messaging.” This article was originally published to Focus Lab. - 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

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00:04:30

Insights: Lead with Story

Focus On Brand ·

2021/12/01

A brand without a clear story and resulting position leaves its customers filling in the gaps. Focus Lab CEO Bill Kenney reads his article, "Why Best-in-Class Brands Lead With Story." This blog was originally published at Fast Company on October 12, 2021. - 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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00:10:25

Insights: The Game-Changing Power of Brand Stories

Focus On Brand ·

2021/11/16

A good story can transcend cultures and withstand centuries because stories connect. We yearn for connection in all things. And the brands we buy are no different. A brand story has the power to connect everything within your organization with the people that you serve in a purposeful and consistent way. Focus Lab Brand Writer Idoia Gkikas reads her article, “The Game-Changing Power of Brand Stories.” This article was originally published to Focus Lab. - Focus Lab is an established B2B brand agency

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00:06:04

Insights: When Is the Right Time to Rebrand?

Focus On Brand ·

2021/11/11

When a customer experiences your brand, do they just get a list of features and products in a silo, or do they gain a deeper understanding of what you stand for and why you are right for them? Do you appeal to them beyond the surface? Focus Lab CEO Bill Kenney reads his article, "When Is the Right Time to Rebrand?" This blog was originally published at Fast Company on September 16, 2021. - Focus Lab is an established B2B brand agency that believes, without question, that the most successful

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00:04:42

Insights: Rushing Your Rebrand Is Risky Business

Focus On Brand ·

2021/10/22

Branding/rebranding is executed for a very specific reason, and it’s often critical to an organization’s foundation. Rushing through these important inflection points is more than risky—it’s bad business. Focus Lab CEO Bill Kenney reads his article, "Rushing Your Rebrand Is Risky Business." This blog was originally published to Fast Company on August 12, 2021. - 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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00:42:20

The Debrief: Rows.com Rebrand

Focus On Brand ·

2021/10/11

Focus Lab CEO Bill Kenney chats with Humberto Ayres Pereira, CEO of Rows.com about their rebrand. Humberto discusses how they vetted potential brand agencies as an international client, the huge effect the rebrand has had on their hiring efforts, and the power of identifying the brand attributes of Rows during their strategy work. Rows, originally dash-dash, partnered with Focus Lab on their rebrand in 2020. This episode is also available on YouTube. See more of our work together:

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00:07:36

Insights: Great Branding Sets You Up for Great Marketing

Focus On Brand ·

2021/10/05

When you develop a strategic plan for both your brand and your marketing efforts, you get the best result for your business. Anna Beyerle Rosen, a Brand Strategist at Focus Lab, reads her article, “Great Branding Sets You Up for Great Marketing.” This article was originally published to our blog. - 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

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00:09:42

Insights: How to Pick the Branding Agency for Your...

Focus On Brand ·

2021/09/24

Genina Ramirez, Business Development Manager at Focus Lab, shares her article, “How to Pick the Branding Agency for Your Rebrand.” She's done hundreds of pitches and sales calls and she's learned what to consider when picking the right agency for a rebrand. And no, the answer isn’t “always pick Focus Lab!” This article was originally published to our blog. - 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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110 results

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