Focus On Brand: Recent Episodes
Focus Lab
A podcast from the team at Focus Lab, a global B2B brand agency building brands that lead and inspire.
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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 their company's name (we promise it's not "call Lexicon").
Learn more about Lexicon Branding: https://www.lexiconbranding.com/
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 approach to investing in brand, his best advice for founders considering a brand investment, how impactful the new brand has been for his business even after just two months.
Check out the Masuga case study: https://odibrand.agency/work/masuga
Learn more about Masuga: https://www.gomasuga.com/
Resources mentioned in this episode:The Bureau of Digital: https://bureauofdigital.com/Conquer Your Rebrand: https://conqueryourrebrand.com/
---Odi is a B2B brand agency serving the unique demands of early-stage startups. Created by the global brand experts at Focus Lab.
https://odibrand.agency
Looking for a brand agency? We would love to hear from you. Email us: hello@odibrand.agency
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 topics such as where the idea of ecosystem-led growth came from, whether it will replace current go-to-market strategies, and how ELG works to create a system of quality AND quantity.Resources mentioned in this episode:Bob Moore's Website: https://www.robertjmoore.com/Buy Ecosystem-Led Growth: https://www.amazon.com/Ecosystem-Led-...Learn more about Crossbeam: https://www.crossbeam.com/
00:00 - Introduction06:43 - Where did the term ecosystem-led growth come from?11:57 - Unpacking why ecosystem-led growth efforts are GTM efforts15:41 - Do you expect ELG to replace a collection of marketing/sales strategies that already exist?20:16 - Would you have been able to identify the need for ELG had you not founded your two previous businesses?25:42 - How ecosystem-led growth creates a world of quality AND quantity.29:21 - Why would people not use ecosystem-led growth methods?32:43 - Crossbeam Branding Highlights35:20 - Where to learn more about Ecosystem-Led Growth and Crossbeam—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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves. FOLLOW US: ► Instagram► LinkedIn► Dribbble► Focus Lab WebsiteLooking for a brand agency? We would love to hear from you. Email us: hello@focuslab.agency
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.”
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, and impact.Tune is as Heidi and Bill discuss how Nori knew they were ready to elevate their brand, the biggest challenges and rewards of the project, and a few hidden gems of the Odi process that ended up being a pleasant surprise.Case study coming soon — stay tuned!Learn more about Nori: https://nori.com/
00:00 - Intro04:25 - How did you know it was time to invest in brand?10:10 - What were you looking for in a rebrand partner?13:23 - What was the most challenging part of the rebrand?18:00 - The rewards and ROI of the Nori rebrand21:50 - Odi Process Highlights: SMIT (Single Most Important Thing) and Brand Attributes27:45 - What advice do you have for someone approaching a rebrand?
-Odi is a B2B brand agency serving the unique demands of early-stage startups. Created by the global brand experts at Focus Lab.► https://odibrand.agencyLooking for a brand agency? We would love to hear from you. Email us: hello@odibrand.agency
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 focuslab.agency/work/fma00:00 - Introduction04:12 - How did you know it was time to invest in brand?10:28 - What were you looking for in an agency partner?14:44 - What was the most challenging aspect?16:05 - Managing expectations (and opinions)24:25 - What was the most rewarding aspect?30:44 - What ROI have you seen since the rebrand?35:27 - What advice do you have for someone going through a rebrand?-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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.FOLLOW US: ►Podcast: https://anchor.fm/focuslab ►Instagram: @focuslabllc ►LinkedIn: https://www.linkedin.com/company/focus-lab-llc►Dribbble: https://dribbble.com/focuslab ►Web: https://focuslab.agencyLooking for a brand agency? We would love to hear from you. Email us: hello@focuslab.agency
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 mentioned in this episode:Buy Designing Brand Identity on AmazonRob Meyerson's podcast "How Brands are Built" episode with Alina WheelerAIGA Alina Wheeler Memorial ScholarshipUniversity of the Arts ScholarshipsRob Meyerson's WebsiteRobin Goffman's Website-- 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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.FOLLOW US: ►Instagram: https://www.instagram.com/focuslabllc/ ►LinkedIn: https://www.linkedin.com/company/focu... ►Dribbble: https://dribbble.com/focuslab ►Web: https://focuslab.agencyLooking for a brand agency? We would love to hear from you. Email us: hello@focuslab.agency
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 - Intro3:10 - How did you know it was time to invest in brand?7:40 - What were you looking for in an agency partner?10:25 - What was the most challenging part of the rebrand for you?16:15 - What was the most rewarding part of the brand project?23:09 - What has your new brand allowed you to do that you couldn't before?25:42 - What advice do you have for a fellow founder considering investing in brand?
-Odi is a B2B brand agency serving the unique demands of early-stage startups. Created by the global brand experts at Focus Lab.►https://odibrand.agencyLooking for a brand agency? We would love to hear from you. Email us: hello@odibrand.agency
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 is a customer-centric investment.See more of our work with Zuora at focuslab.agency/work/zuora
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.”
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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 - Intro2:41 - 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 fear?13:11 - What was the most challenging aspect of the project for you?16:10 - What was the most rewarding aspect of the project?19:03 - What is this new brand going to allow you to do that you couldn't do before?21:21 - What would you tell a founder that doesn't think they need to invest in brand yet?23:55 - What advice would you give to someone thinking about a rebrand?-Odi is a B2B brand agency serving the unique demands of early-stage startups. Created by the global brand experts at Focus Lab.►https://odibrand.agencyLooking for a brand agency? We would love to hear from you. Email us: hello@odibrand.agency
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.
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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.
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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 about Conquer Your Rebrand at conqueryourrebrand.com and visit Crossbeam at crossbeam.com.
0:00 - Intro
5:58 - How did you know it was time to rebrand?
7:15 - Discussing Bob Moore's brand conversion
26:20 - What did you find most challenging in the rebrand effort?
31:07 - What was the most rewarding part of the rebrand work through the lens of a founder?
37:10 - Discussing the ROI of a strong brand
41:30 - Why does investing in brand matter?
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 Four Kitchens' Todd Ross Nienkerk to discuss their work together.
See more of our work with Four Kitchens at focuslab.agency/work/four-kitchens and visit Four Kitchens at fourkitchens.com.
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), and more.
See more of our work together at focuslab.agency/work/quantive and check out Quantive at quantive.com
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.
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Very is the premier, end-to-end IoT engineering firm who partners with clients to build industrial systems that change the world. Very’s old identity had become a hindrance to the company’s overall growth strategy. Their independence, work ethic, and spirit of continuous improvement was so strong that we wanted to connect that to its name in their new identity. In this episode of The Debrief, Focus Lab CEO Bill Kenney chats with Very's CMO Emily Maxie, and Elizabeth Hague, Head of Brand and Demand Marketing.
See more of our work together at focuslab.agency/work/very and check out Very at verytechnology.com
- 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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Thrive Digital is a world-class growth marketing partner focused on paid acquisition, creative and measurement science. Focus Lab CEO Bill Kenney chats with Thrive Digital's Founder and President Jonathan Becker about embarking on a rebrand just as the world started shutting down due to the pandemic, and how why they prioritized the rebrand regardless.
Check out Thrive Digital at thrivedigital.com
- 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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Dig Insights is a tech-enabled insights and strategy consultancy that helps clients with custom research needs across the innovation lifecycle. And when Dig Insights rebranded, its innovation insights platform — Upsiide — needed to feel harmonious with the new brand, but still maintain its own identity. Focus Lab CEO Bill Kenney chats with Dig Insights' VP of Marketing Meagan Healey about this unique challenge, our work together, and internal alignment.Check out Dig Insights at diginsights.com
-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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Moment of truth, the big reveal. It's time to find the best words for your brand. Let's do it. Brand writer Wade Livingston reads his article, “Writing for Your New Brand: 5 Simple Steps."
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
More than a tool, Surfe (ex-Leadjet) is the modern company for the next wave of revenue teams. Focus Lab CEO Bill Kenney chats with Surfe co-founder and CEO David Chevalier. They discuss how and why Surfe renamed (twice), the importance of not trying to please the CEO, and all of their company dreams coming true. Check out more of our work together at focuslab.agency/work/surfe
-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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Over the years, we’ve honed a process that not only results in an enjoyable experience and outcomes that meet business goals, but also takes a lot of the unknowns and trial and error out of branding projects. The solution? Kickoff prep. Anna Beyerle Rosen reads her article, “Our Secret Sauce to Understanding Your Brand.”
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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.
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
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
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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?"
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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 expect to get feedback on the pizza."
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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.
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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.
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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, and we hope that this podcast and our insights help you unlock your potential, whether that's guiding your client through a sticky situation, leveraging brand to help your company flourish, or just learning more about the niche world of branding.
We're happy you're here. Now, let's get started.
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 Salesloft at focuslab.agency/work/salesloft
0:00 - Intro
5:10 - We'd rebranded one of your competitors a few years prior. What was your perspective on that?
8:58 - What was the most challenging aspect of the entire project?
13:07 - Why green?
18:18 - What was the most surprising aspect of the project?
21:53 - Let's talk about the Focus Lab process.
28:06 - Can you walk us through all the planning to execute a rollout of this size?
38:35 - How can smaller companies still capture the momentum of a brand rollout?
42:06 - What was the ROI for this rebrand?
46:07 - What's the one piece of advice you'd offer to someone about to rebrand?
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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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.
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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.
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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 deeper into how to think about a rebrand versus brand refresh.
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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: focuslab.agency/FLrebrand
0:00 - Intro
0:54 - How does it feel to be one year post-launch?
2:23 - What made you decide it was actually time to rebrand Focus Lab?
7:56 - How do you rebrand a branding agency? What helped you all make the decision to actually go through the Focus Lab process?
11:40 - What was the most surprising aspect of the project, especially being owners of a brand agency?
15:46 - How do you empathize with clients now? Do you feel like there’s a shift now that you’ve gone through this process?
19:20 - Why do you think that it was so important to position ourselves as a B2B branding agency?
23:47 - Were there any challenging aspects to this project for you at all?
34:27 - What was the most rewarding part of the project?
42:44 - The brand has been out now for 12 months; what impacts have you felt?
45:50 - Do you think the rebrand has had an impact on our internal culture?
49:46 - What advice would you give to teams/individuals who are looking to go on this rebrand journey?
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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.
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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.
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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 originally published on Forbes on July 12, 2022.
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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 know it was time to rebrand?
4:42 - What were you looking for in a rebrand partner?
10:46 - What was the most challenging part?
14:50 - What was the most surprising aspect of the project?
16:46 - What was the most rewarding part?
22:03 - How’s the new brand performing?
23:34 - Is there anything you can do now that you couldn’t do with the old brand?
23:59 - Do you have any words of advice for organizations looking to go through a rebrand?
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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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.
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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."
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and brand strategist Haley Bridges chat about brand attributes. Brand attributes are the traits that guide our work towards a true manifestation of our clients’ identities.
0:00 - Intro
0:54 - What are brand attributes?
1:22 - How do we use them as part of our branding process at Focus Lab?
4:10 - What makes for an effective attribute?
5:36 - What makes for an ineffective attribute?
6:54 - How can we go one level below on a common attribute?
9:05 - What are the differences between attributes and archetypes?
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Archetypes are iconic narratives representing a prevailing experience, developed by psychologist Carl Jung. This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and brand writer Idoia Gkikas discuss archetypes as they apply to brands.
0:00 - Intro
0:58 - What are brand archetypes?
1:51 - Do we help our clients land on what their archetypes should be?
2:42 - What are some examples of companies and their associated archetypes?
4:04 - How do you use brand archetypes in your brand communications work?
5:10 - Are there any archetypes that people should avoid since they’re overused and cliche?
6:44 - Should you stay away from choosing the same archetype as one of your competitors?
7:55 - Do you have any favorite archetypes?
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Rebrands are an exciting time for a company and employees are going to be particularly invested. When is the right time to share a rebrand with the internal team? This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and Project Management Director Charisse Bennet discuss the internal brand launch.
0:00 - Intro
0:57 - When should a company let their employees know they're going through some sort of brand evolution exercise?
2:14 - Is there anything else you should share with the team between the announcement and the final reveal? Or do you just go dead silent at that point?
4:49 - Once the rebrand is completed, what are the first steps clients should take to prepare for that internal rollout?
6:17 - Any recommendations of what should be shared when doing that internal rollout?
8:10 - What do you do if your brand leaks, either before launch or while you're in the middle of the work?
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.
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10 Minutes on Brand is brought to you by us, 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 B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and Devin Richards chat about Focus Lab's new division specifically tailored to branding early-stage B2B companies. Start-ups, angel, seed, and pre-seed stage B2B technology companies have specific challenges and opportunities when it comes to a branding project.
🎉 To celebrate the launch of this new division, we'll be awarding a project to one early-stage B2B organization at no charge. That’s right: FREE OF CHARGE. If you or someone you know has an angel, pre-seed, or seed stage B2B organization that would benefit from a new visual identity, please fill out the following application to be considered.
Learn more: https://focuslab.agency/early-stage
Application form: https://forms.gle/U8QVUcANjuFZ2MBbA
Applications close at 8am ET on August 29, 2022.
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
People expect utility from products, but they look for connections from brands. Luckily, one thing that already exists at every company is its essence, ethos – those seeds of personality that feel individual. We call them brand attributes. Focus Lab brand strategist Haley Bridges reads her article, "Brand Attributes: Quality Ingredients for Your Identity."
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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 Brand Writer Wade Livingston.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves. Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and Shabnam Gideon chat about a big topic in creative communities: market research. When is market research helpful during a branding project, and why doesn't Focus Lab do focus groups?
0:00 Intro
0:35 What does "market research" mean?
3:37 Why does Focus Lab not do market research during branding engagements?
7:40 Any last minute pieces of wisdom about how brand leaders should think about market research in terms of how they could utilize it when going through a rebrand?
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.
10 Minutes on Brand is brought to you by us, 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 B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and Amy Nance chat about the looming recession — and how brands should adapt to a new reality for their customers.
0:00 Intro
1:21 In times of potential recessions, why might a company look to prioritize brand communications?
3:04 Would you mind clarifying exactly what brand communications are?
4:07 How should brand communications change to reflect potential economic uncertainties? Are there some key things that brands should do?
7:48 Do you think brand affects internal culture, particularly when people may be feeling on edge right now?
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.
10 Minutes on Brand is brought to you by us, 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 B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Working with the industry’s most impactful businesses and government agencies, Bitwise is a digital services company that uses mission-focused technology transformations to streamline governance decisions, surface critical insights into information, and better support communities around the world. The company built a strong reputation for itself with minimal branding, but approached Focus Lab to help take them to the next step in their evolution. Bill Kenney chats with Matt and Allison Powell to talk about our work together and how the rebrand has been performing.
See more of our work with Bitwise at bitwise.tech
0:00 - Intro
3:43 - How did you know it was time to rebrand?
9:07 - Was there a particular pain point that you were looking to solve?
11:40 - What was the decision making process for finding the right agency?
16:47 - What was the most challenging part?
21:39 - What was the most rewarding part?
24:30 - What was the most surprising aspect of the project?
29:09 - How’s the new brand performing?
35:30 - What advice would you offer to anyone considering a rebrand?
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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
The brand you want isn’t out there waiting for you to discover it, and it sure doesn’t just happen. You play a real part in its creation. As brand strategists (brand therapists?), our job is to help you see both sides of the story. Focus Lab Strategy Director Shabnam Gideon shares seven steps you can take to get the most value out of your brand project in her article, "Co-Creating The Brand You Want."
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Zello had already built the most popular push-to-talk app, but it needed a brand that spoke more directly to enterprise and business communication clients. Focus Lab CEO Bill Kenney chats with Zello Brand Director Todd Calvert about our work together and how a rebrand project strengthened their company as a whole.
See more of our work with Zello at focuslab.agency/work/zello
0:00 - Intro
2:02 - How did you know it was time to rebrand?
5:10 - What was the most challenging part?
9:05 - What was the most rewarding part?
13:06 - What was the most surprising aspect of the project?
20:18 - How's the new brand performing?
23:35 - What advice would you offer to anyone considering a rebrand?
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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and Natalie Kent chat about debranding—the process of simplifying a logo and visual language. This episode's will dive into questions like: Is debranding a just a trend? Why are more and more brands simplifying their logo and systems?
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.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
B2B brands that execute on brand correctly are primed to win, but it will take some healthy self-awareness and courage. Genina Ramirez reads, "B2B Branding in the Modern World" by Focus Lab CEO Bill Kenney. This blog was originally published on Fast Company on March 8, 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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves. Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
Color can support a larger brand story, unite a visual identity, and deliver a mood in a way that sometimes only color can do. Genina Ramirez reads, "The Impacts of Color on a Brand" by Focus Lab CEO Bill Kenney.
This blog was originally published on Fast Company on November 16, 2021.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
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 - How did you know it was time to rebrand?
7:07 - What was the decision making process for finding the right agency?
10:31 - What was the most challenging part?
13:19 - What was the most rewarding part?
15:54 - What was the most surprising aspect of the project?
17:08 - How's the new brand performing?
26:24 - What advice would you offer to anyone considering a rebrand?
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
FOLLOW US:
►Podcast: https://anchor.fm/focuslab
►Instagram: https://www.instagram.com/focuslabllc/
►LinkedIn: https://www.linkedin.com/company/focu...
►Dribbble: https://dribbble.com/focuslab
►Web: https://focuslab.agency
Looking for a brand agency? We would love to hear from you. Email us: hello@focuslab.agency
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 questions. If you have a specific topic you'd like us to discuss in an upcoming episode, let us know.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
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.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
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 was time to rebrand?
14:55 - What was the decision making process for finding the right agency?
21:17 - What was the most challenging part?
41:21 - How's the new brand performing?
51:58 - What advice would you offer to anyone considering a rebrand?
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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
FOLLOW US:
►Podcast: https://anchor.fm/focuslab
►Instagram: https://www.instagram.com/focuslabllc/
►LinkedIn: https://www.linkedin.com/company/focu...
►Dribbble: https://dribbble.com/focuslab
►Web: https://focuslab.agency
Looking for a brand agency? We would love to hear from you. Email us: hello@focuslab.agency
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 originally published to Focus Lab.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
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.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves. Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
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.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
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.
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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 influential company rebrands.
See more of our work together: focuslab.agency/work/marketo
00:00 Intro
1:34 How did you know it was time to rebrand?
8:45 What were you looking for in a rebrand partner?
15:58 What was the most surprising aspect of the project?
19:12 What was the most challenging part of the project?
28:03 What was the most rewarding part of the project?
34:30 What was it like to get acquired as you were rolling our a rebrand?
43:45 What would you have done differently, knowing everything that you know now?
47:14 What words of advice would you offer to people entering a rebrand?
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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
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.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
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.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
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.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
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.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
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.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
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.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
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.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
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.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
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: focuslab.agency/work/rows
0:00 - Intro
2:00 - How did you know it was time to rebrand?
5:20 - What was the decision making process for finding the right agency?
16:23 - What was the most surprising aspect of the project?
18:57 - What was the most challenging part?
26:57 - What was the most rewarding part of the project?
32:03 - What has this rebrand allowed you to do that you couldn't do beforehand?
35:06 - How do you view the return on your investment into your brand?
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
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.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
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.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
Focus Lab CEO Bill Kenney chats with Kent Siri, VP of Marketing at Reify Health, about our work together on their recent rebrand. How did they know it was time to rebrand? How did they go about picking an agency to work with? In the intervening 12 months, what has the rebrand done for the company?
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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 industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
So, you’ve completed your beautiful brand project. Now it’s time to roll it out. Are you ready? Are you REALLY ready? Stephanie Taylor-Coleman, Brand Support Manager at Focus Lab, shares her insights after being on the front lines of many brand launches. This article is also available on our blog.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
A successful rebrand requires a well-planned rollout. That is not debatable. Focus Lab CEO Bill Kenney reads his article, "Revealing Your New Brand," that discusses high level considerations for a brand rollout: Lead with a Story, Build Momentum from the Inside Out, Don't Try to Please Everyone, and Planning in Paramount. Next week, Brand Support Manager Stephanie Taylor-Coleman will go deeper into why planning is important and how to prioritize dozens (if not hundreds) of brand assets.
This blog was originally published to Fast Company on July 3, 2021.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
Your brand is the entire ecosystem around your company that leads to a feeling or perception in the eyes or hearts of your customers. In the same way that an orchestra needs a full collection of instruments working in harmony, a brand needs multiple thoughtful touchpoints.
This blog was originally published to Fast Company on June 29, 2021.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and Bill Kenney sit down to discuss brand mascots. 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 does a mascot accomplish for a brand? Why are they so rare for B2B companies? Is there an opportunity there for B2B companies?
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
Rebranding a company is scary. Will I get a return on this investment? How will I know it’s right? Here’s the thing: your brand is your reputation. Approach it with a clear vision and you’re already on your way to a successful rebrand.
Genina Ramirez reads "Vision Over Validation" by Focus Lab alum, JT Grauke.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
This week on 10 Minutes On Brand, Focus Lab’s Will Straughn and Bill Kenney discuss the good, the bad, and the ugly of brands. 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 makes a brand “good?” What brands are doing a great job? What does a “bad” brand look like?
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
Focus Lab co-founders Bill Kenney and Erik Reagan discuss the journey they took together over their first decade in business. They dive into how they met, the origins of Focus Lab, and what the future holds for the brand agency in 2021 and beyond as Erik passes the CEO torch to Bill.
This conversation was originally published to the Focus Lab Youtube channel in January 2021.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
Focus Lab does not do focus groups. We have our reasons, though.
Genina Ramirez reads "Why We Don't Do Market Research" by our Strategy Director, Shabnam Gideon.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency
Focus Lab's CEO Bill Kenney chats with David Placek, President and Founder of Lexicon Branding, about his career in naming some of the world's most recognized companies. Lexicon is behind brands you probably interact with daily: Febreze, Sonos, Blackberry, Swiffer, Dasani, Impossible Foods.
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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 industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.
Looking for a brand agency? We would love to hear from you. Learn more at focuslab.agency or email us at hello@focuslab.agency