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
At some point, every brand executive has to decide whether to launch into new markets or expand existing services or products. The latter is a nightmare for marketing executives. How do you launch into new markets and establish? Listen to Christine Ng, VP of Brands at Rainforest, as she talks about her former job at ClassPass and how she took the brand into 15 different markets. Show Notes
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As AI continues to gain popularity and use, can brands rely on them for the creative side of their rebranding or brand refresh? And if you have to create designs at scale, are you better hiring in-house, using an agency, or a creative-as-a-service? Listen to Amrita Mathur, VP of marketing at Superside, as she discusses the role of AI in total rebranding or a brand refresh and deciding what is suitable for you. Show Notes
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At what point does a brand require a refresh or total rebrand? Only consider a rebrand if there is a need for the company to change its image in a big way. For instance, if there's a barrier to more consumers not coming on board, it's provable. What about a refresh? Listen to Amrita Mathur, VP of marketing at Superside, discussing when to do a total rebrand or brand refresh. Show Notes
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Effective SEO is that need-to-have service that casts big shadow businesses can't wish away. You either take the pain to do it and get the results, or you're feeling the pain of no eyeballs to your business. But how do you make SEO work for you like the plumber whose content marketing got national attention? Listen to Dmitrii Kustov, Marketing Director at RegexSEO, as he discusses the four main ingredients of SEO and how a plumber used them to get national attention. Show Notes
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Many marketers are obsessed with getting their brands to rank on Google search result pages but forget one critical thing, after getting your brand to rank, what next? Does the resulting traffic automatically turn into revenue? There's a lot to unpack in what Dignity Memorial did, turning their SEO traffic into millions of dollars using the "Send flowers" button. Listen to Dmitrii Kustov, Marketing Director at RegexSEO, as he talks about turning SEO traffic into revenue using Dignity Memorial's "Send flowers" button as a case in point. Show Notes
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Your company is one huge marketing bet away from becoming a mega-brand; will you take it? Do you have the creative? Does the data give you the courage to take that bet? As exemplified by Rocket Mortgage's Superbowl campaigns, a lot goes into that process, and their CMO was on hand to tell all about it. Listen to Casey Hurbis, CMO of Rocket Mortgage, as he talks about how the NFL has helped Rocket sell mortgages. Show Notes
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It's every marketer's dream to build a brand that becomes a household name in fame and sales. Some marketers think it is about following the data and experimenting, while others believe the creative side of marketing is more important. Whichever group you belong to, here's a question: would you take a 20 million dollar bet on a 60 seconds Super Bowl ad spot, and how will you make it work? Listen to Casey Hurbis, CMO of Rocket Mortgage, as he talks about the science, art, and courage of building the Rocket Mortgage brand. Show Notes
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From the war in Ukraine to inflation and the threat of another World war, how are consumers reacting to these uncertainties? What are the major consumer trends in a post-covid world, and what do they mean for your brand? Listen to Leigh Caldwell, Co-Founder & Partner at Irrational Agency, as he discusses the major consumer behavior trends in a post-covid world. Show Notes
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There's a human at both ends of every technology or product. Whatever category you operate in, there's already a human narrative around it, and it's your job to find how your brand's story fits into that. But how would you uncover these narratives? Listen to Leigh Caldwell, Co-Founder & Partner at Irrational Agency, as he discusses the behavioral science practices the biggest brands in the world use to discover consumer truths. Show Notes
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An influencer is a content creator all the time. But a content creator is not always an influencer. How do you leverage both? What are the intricacies of working with influencers vs. content creators? To get all the details, listen to Alessandro Bogliari, CEO and Co-Founder at The Influencer Marketing Factory, as he talks about influencer marketing versus content creators and the brand strategy that wins. Show Notes
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