Podcasts about focus lab

Brand isn't just a creative exercise — it's a product that drives ROI.Back for his third appearance on the Focus on Brand podcast, Sergio Claudio (ex-Adobe, Marketo, Zuora) joins us to challenge how organizations perceive and measure creativity. Is it just a cost center—or a powerful growth engine?In this episode, Sergio unpacks how creative work can (and should) drive business outcomes. From C-suite blockers to strategic alignment, we cover how to elevate creative teams from "make it pretty" to make it perform.What we cover:

Join Bill Kenney as he sits down with Jason Alvarez Coen, CEO and co-founder of Popl, and Bryce Alston, VP of Marketing, to relive Popl's transformation in this insightful episode: ✅ Discover how Popl transitioned from a viral TikTok hardware product to an enterprise B2B SaaS company ✅ Learn about the triggers and catalysts that prompted the rebrand ✅ Understand the challenges and opportunities faced during the process ✅ Gain insights into their strategic rollout plan for a successful market entry ✅ Hear about the importance of aligning brand identity with company evolution If you're considering a rebrand for your rapidly growing startup, this episode is packed with valuable takeaways on planning, execution, and achieving alignment. Don't miss it!---Episode Resources:Learn more about PoplFocus Lab + Popl Case StudyPopl's Variety Article"House in Tulum" by LaLuz Photo Credit---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

Calling all creative agency founders (or aspiring founders)

Calling all design and brand mascot nerds that were around in the 90s! We sat down with one of the original creators of Clippy (and the suite of Microsoft Office Assistants) and we got really deep in the lore of the tech mascot universe. Focus Lab CEO and Monte Atherton, founder of Astonishing Work design studio, hit on so many fantastic topics such as:

In our latest episode of The Debrief, we're sitting down with MessageGears VP of Marketing, Will Devlin. After 10 years with the same logo, the MessageGears team's rebrand mantra was "anywhere but here" — and their rebrand project benefited greatly from that mindset. Will and Bill touch on so many important topics such as: The inflection point for the MessageGears rebrand The challenge of the unknown when entering a brand project The benefits of setting expectations when committing to something new The importance of a strong strategy in a rebrand And so much more! You won't want to miss this episode. Will and his team were a highlight of our year and being able to debrief with him was the cherry on top! P.S. Don't forget to like + subscribe. --- Episode Resources: MessageGears / Focus Lab Case Study Sydney Sloan/Salesloft Debrief Episode More info on Conquer Your 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: / focus-lab-llc ►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

In our latest episode of The Debrief, we're sitting down with Cadmium's marketing director, Jessie Reyes—and she brings as much data as she does passion to this conversation. Jessie and Bill touch on so many important topics such as:

In this episode of The Debrief, we're sitting down with Irwin's VP of Marketing, Melissa Homère, and digging into their team's experience working alongside Focus Lab to level up their existing brand. Irwin had an innovative product and a respected brand, but recognized that they were in need of a refresh to get organized, strategic, and elevated. In our conversation, we touch on everything from:

Episode SummaryIn this episode Bill Kenney shares his journey from an art school student to a business owner, and how he co-founded Focus Lab with a business partner. The discussion covers common reasons why companies need to rebrand, such as company maturity, M&A activity, and addressing trademark issues. Bill offers tips for successful branding projects, including setting expectations, keeping the core team small, and trusting the process even when faced with criticism. He emphasizes maintaining a company's core values and culture while adapting to changing market needs. The episode also explores potential pitfalls in B2B branding, such as over-relying on competitors and seeking too many subjective opinions. About the guest Bill Kenney is the Co-founder, Partner, and CEO of Focus Lab and Odi, two global B2B branding agencies. Past clients include Marketo, Salesloft, Zuora, Braze, Outreach, LaunchDarkly, Twilio, Adobe, ASAPP, Luminate, Netflix, Shopify, and many others. Bill is also the author of the Amazon best-seller "Conquer Your Rebrand." When he's not working you can find Bill in one of three places: his couch, the local Jiu-Jitsu gym, or his camper in Vermont. Connect with Bill Kenney Key takeaways- Common reasons for rebranding include company maturity, M&A activity, trademark issues, and the need to differentiate from competitors. - Tips for successful branding projects include setting expectations, keeping the core team small, and trusting the process even when faced with criticism. - Maintaining a company's core values and culture is crucial when rebranding, as it helps bring the brand's heart and soul forward. - Potential pitfalls in B2B branding include over-relying on competitors, seeking too many subjective opinions, and over-emphasizing measuring ROI. - AI can be a useful tool in enhancing visual storytelling, but it cannot replace the human interaction and strategic decision-making required for successful branding. Quotes"The brand is going to be so much larger and different in received through different meanings than what it is when you're creating it." -Bill Kenney Recommended Resource Books: - “Daring Greatly” by Brene Brown - “Can't Hurt Me” by David Goggins - “Traction” by Gino Wickman - “The Infinite Game” by Simon Sinek Podcasts:- A Bit of Optimism hosted by Simon Sinek ⁠Connect with Bill Kenney⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ |⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website

B2B branding isn't boring - it's a goldmine waiting to be tapped. In this episode of Strategy + Action, host Jason Croft sits down with Bill Kenney, CEO of Focus Lab and Odi, to explore the often misunderstood world of B2B branding. Bill shares his journey from small-town art kid to brand agency founder, working with tech companies from seed stage to IPO. He breaks down why branding matters, especially in the B2B space where many companies are afraid to stand out. Jason and Bill dive into: • Why brand is more than just a logo - it's the North Star of your organization • The hidden value of branding that can't be measured in short-term ROI • How MailChimp's quirky brand led to a $12 billion acquisition by Intuit • Why even "boring" B2B companies need to inject personality into their brand • The long-term compounding effects of investing in your brand Through real-world examples and personal anecdotes, Bill makes a compelling case for why B2B companies can't afford to ignore branding. He explains how a strong brand aligns your team, attracts talent, and helps you connect with customers on a human level. Jason pushes the conversation further, exploring the challenges of measuring brand impact and why many companies struggle to justify the investment. Together, they break down complex branding concepts into actionable insights for businesses of all sizes. Whether you're a tech startup founder or a seasoned B2B marketer, this episode will change how you think about your company's brand. Don't miss out on this deep dive into the power of B2B branding. Find all the show notes and links here: https://www.strategyactionshow.com/97

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 - Introduction 06:43 - Where did the term ecosystem-led growth come from? 11:57 - Unpacking why ecosystem-led growth efforts are GTM efforts 15:41 - 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 Highlights 35:20 - 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 Website Looking 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 - Intro 04:25 - 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 rebrand 21:50 - Odi Process Highlights: SMIT (Single Most Important Thing) and Brand Attributes 27:45 - 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.agency Looking 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/fma 00:00 - Introduction 04:12 - 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.agency Looking 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 Amazon Rob Meyerson's podcast "How Brands are Built" episode with Alina Wheeler AIGA Alina Wheeler Memorial Scholarship University of the Arts Scholarships Rob Meyerson's Website Robin 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.agency Looking 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 - Intro 3:10 - 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.agency Looking for a brand agency? We would love to hear from you. Email us: hello@odibrand.agency

In the kickoff of season 4, we're peeling back the layers on a game-changing business strategy: company culture. Erik Reagan, the innovative mind behind Focus Lab and BuiltOnPurpose, sits down with Phillip to discuss how culture can be the ultimate market differentiator. From his early days as a web developer to becoming a leading figure in cultivating impactful workplace environments, Erik's story is a testament to the power of purposeful culture in driving business forward. This conversation is a treasure trove for any business leader aiming to elevate their company beyond just products and services. Erik's approach to embedding culture as a core business strategy not only boosts employee morale but also amplifies market presence and profitability. Get coaching: ⁠https://builtonpurposehq.com/ Get growth strategy: ⁠⁠solinsights.com⁠⁠ Follow Good Morning, Market on YouTube: ⁠⁠https://www.youtube.com/@solinsights/⁠⁠ Connect w/ Phillip on LinkedIn: ⁠⁠@phillipscroggin⁠

(VIDEO PODCAST) This week, I'm joined by Focus Lab Co-Founder and CEO Bill Kenney. Bill's book "Conquer Your Rebrand" shares the process that has led to eighteen unicorns, more than five billion in capital raised, and sixteen acquisitions for Focus Lab's B2B clientele. We explore the secret S.A.U.C.E. that allows Focus Lab to deliver extraordinary results for their clients again and again, and dive into the regimen that Bill himself uses to stay focused and fit...hint, it sounds cold!

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.” - 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 this episode, I had the pleasure of chatting with Bill Kenney, the Co-Founder of Focus Lab - a branding agency that focuses on shaping some of the world's leading B2B brands. During our conversation, we talked about what sets a brand apart, Bill's journey in design and leadership, his new book, hot sauce, and much more. Buy Bill's Book: Conquer Your Rebrand Let's Get Social: → Dribbble → Twitter → LinkedIn → Focus Lab Site

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 - Intro 2:41 - 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.agency Looking 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. - 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. - 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.

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. - 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.

As Artist-in-Residence at FOCUS Lab, Jack Magai created a way to experience Troy's 3rd Street in a new way. The project is called “Interviewing the Sidewalk.” Sina Basila Hickey recorded the experience. More information at: https://www.focuslivinglab.com

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." - 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.”  - 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.

Capital Streets is launching their organization on March 30th with an event at FOCUS Lab. Sina Basila Hickey spoke with two of the directors behind this organization, James Rath and Kyle Hatch, which wants more infrastructure built for the safe mobility of pedestrians, bikers, and busers. You can find more information at www.capitalstreets.org. The launch event is at 6pm at FOCUS Lab located at 21 3rd Street, Troy, NY

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 - 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?" - 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." - 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. - 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. - 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. - 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 - 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. - 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. - 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? - 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. - 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. - 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. - 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.