Скачать или смотреть Navigating B2B Brand Transformation: An In-depth Discussion | Julie Knight

In this episode, Steve Goldhaber sits down with branding expert Julie Knight to explore the intricacies of a B2B enterprise software company's brand transformation.

Topics Discussed:

The strategic and business importance of rebranding.
Challenges faced by a global enterprise software provider with a disjointed 'house of brands' identity.
-The decision-making process: retaining the company name while updating messaging, taglines, and visuals.
The role of internal communications in ensuring brand alignment across the organization.
Introducing a social advocacy tool to enhance brand reach and engagement.
The significance of sourcing branding inspiration beyond one's immediate industry.
The layers and depth involved in effective branding, emphasizing the need for continuous evaluation and refinement.

For more on brand reinvention and related topics, connect with Julie Knight and Steve Goldhaber on LinkedIn.