Stay ConnectedThe Rebrand Podcast tells the stories of the world’s most impactful brand campaigns, as told by the Brands & Agencies who built them. In each episode, you’ll hear about the strategy, framework, launch, & lifecycle of a world-changing marketing campaign.
Host: Scott Harkey – Founder of OH Partners – Ranked by AdWeek as a Top 10 Fastest Growing Agency in North America. theharkeygroup.com
Producer: I Hear Everything. Podcast production, growth, & monetization. iheareverything.com
Scott Harkey, Founder and CEO of The Harkey Group, dives into marketing trends for 2024. In a world dominated by algorithms, political divisiveness, and negativity, consumers are tired and increasingly looking for more human connections. For brands, this presents an opportunity to stand out, inspire, and make a positive impact by embracing values that align with the deeper aspirations of their audience. Today, Scott discusses American values and marketing trends for 2024. Show Notes
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Casey Gannon, Vice President of Growth at Bold Commerce, shares insights on rebranding B2B companies. Checkout is often overlooked when it comes to personalization. While other parts of the website are tailored to individual preferences, brands have yet to fully embrace this idea for the checkout process. Today, Casey discusses changing the way brands think about checkout. Show Notes
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Casey Gannon, Vice President of Growth at Bold Commerce, shares insights on rebranding B2B companies. When Bold Commerce reached the growth limits within the Shopify ecosystem, they recognized the need for a rebrand to expand into the mid-market and enterprise space. Rather than following the traditional B2B marketing playbook, they took a controversial approach in messaging and created a new way to guide buyers through the checkout experience. Today, Casey discusses B2B rebranding. Show Notes
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Like the Patagonia brand, there are many brands doing brand marketing right. But like Rivian, some brands hurt their products through poor brand marketing. What are the odds that your company is doing brand marketing correctly? Which brands can you model? Listen to Alex Chrisman, Creative Director at Alta Co, discussing why Patagonia and others are models for doing brand marketing well. Show Notes
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Wine is a tough category with crazy competition, and differentiation is a struggle because there are similar grapes and winemakers and similar tastes. Yet some wine brands are more valuable than others. Why is brand value crucial to the wine industry? Listen to Alex Chrisman, Creative Director at Alta Co, discussing why brand value is the wine industry's juicy topic. Show Notes
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When people talk about brands, they mean 1000 different things. But what is a brand, and why do marketers struggle with brand marketing? How is Patagonia doing it that is making them stand out in the marketplace? To know more about these, listen to Alex Chrisman, Creative Director at Alta Co, as he discusses why marketers don't understand brand marketing. Show Notes
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Today's business environment demands more from businesses. It's not enough to make a great product or offer excellent service. Your business needs to become a force for good, whether it is volunteering, beach cleanups or offering scholarships to underrepresented community members. Using your business to make an impact is good for business, the soul, and the community. Find out more as Seth Streeter, Founder & Chief Impact Officer, discusses using your business as a force for good. Show Notes
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Are you in a boring industry like financial services, where everyone is doing and saying the same things with little to no differentiation? How do you sail out of such a sea of sameness? Here's a clue: track down your customer's most challenging pain point. There's more. Listen to Seth Streeter, Founder & Chief Impact Officer, as he discusses how he differentiated his financial services business and grew it to $5 billion in asset value. Show Notes
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Developing the goalie mentality can be beneficial for CPG brand success. Goalies need to remain focused on the task at hand and to think strategically about their goals. The same applies to CPG brands. Listen to Brad Charron, CEO of Aloha, about applying the "Goalie Mentality" to CPG brand success. Show Notes
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What does it take to re-found a brand and still be competitive? If you're a CPG marketer, you know the competition is brutal, from the operations side to distribution and shelf space. As a smaller CPG, there's only one way to stand out and run a sustainable business: profit and purpose. Want to find out how ALOHA is doing it? Listen to Brad Charron, CEO of ALOHA, as he discusses how he and his team have rebuilt ALOHA into a profitable enterprise. Show Notes
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