EP 18: Rebranding a Business – The Good, the Bad, and the Ugly (ft. Jen Gray)
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Get ready to uncover the secrets of successful rebranding in this tell-all episode of The ASOM Pod! Join industry powerhouses Jimmy Kim (CIO and Founder of Sendlane), John Roman (CEO & Co-Founder of BattlBox), Amer Grozdanic (CEO & Co-Founder of Praella), and Bryan MacDonald (Director of eCommerce at Oma's Pride), alongside special guest Jen Gray, SVP of Marketing at Recharge, as they pull back the curtain on what it really takes to transform a brand. From navigating financial literacy to adapting to fast-changing market dynamics, this episode is bursting with real talk and juicy insider tips.
Listen in as the team:
- Spills the tea on how to make your rebrand truly resonate with new audiences
- Breaks down what Abercrombie did right and where JCPenney went oh-so-wrong
- Shares the game-changing strategies for positioning products
- Reveals how to turn customer feedback into rebrand fuel
- Discusses the tricky balance between preserving brand legacy and embracing fresh, modern vibes
- Dives into the nitty-gritty of leadership challenges during a rebrand—prepare for some hard truths
- Debates the must-haves for aligning your team and keeping everyone hyped about the new direction
Whether you're knee-deep in a rebrand or just thinking about shaking things up, this episode has the insights you didn’t know you needed. Expect stories, laughs, and a few “we’ve been there” moments. Don’t miss out—hit play and get ready to rethink your brand game!
00:00 Post-Commerce Roundtable Reactions
00:44 Welcome to the ASOM Pod
01:12 Introducing the Hosts and Special Guest
01:46 Jen Gray on Rebranding and Marketing
02:53 Deep Dive into Rebranding Strategies
04:08 Challenges and Insights in Rebranding
07:21 The Importance of Mission and Connection
21:34 Bryan’s Rebranding Journey with a Family Business
27:18 Building Personal Connections in Branding
27:56 Transitioning from a Restricted Industry to Pet Food
28:22 Challenges with Farmer's Dog
29:17 Rebranding Strategies and Success Stories
35:09 Abercrombie's Major Rebrand
39:56 JCPenney's Failed Rebrand Attempt
46:33 Tips for Successful Rebranding
52:07 Conclusion and Wrap-Up