Claim OwnershipRebrand Podcast: Marketing Campaigns Explained by the Brand & Agency
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The Rebrand Podcast tells the stories of the world’s most impactful brand campaigns, as told by the Brands & Agencies who built them. In each episode, you’ll hear about the strategy, framework, launch, & lifecycle of a world-changing marketing campaign.
Host: Scott Harkey – Founder of OH Partners – Ranked by AdWeek as a Top 10 Fastest Growing Agency in North America. OHpartners.com
Producer: I Hear Everything. We connect brands & content creators with their target audience. iheareverything.com
210 Episodes
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Melatan Riden, EVP of Art & Design at Deutsch New York, delves into Deutsch’s brand refresh for Differin. When brands want to attract a new audience but keep existing brand equities, it can be a challenge for the team responsible for the design process. Essentially, you're working against a tight timeline and you must find creative ways to leverage these branded equities that may not align with the new work you’re trying to do. Today, Melatan discusses Differin's brand refresh campaign.Connect With: Melatan Riden: Website // LinkedIn // TwitterThe Rebrand Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Montanna Olivarez, Senior Manager & Associate Creative Brand Director at Freeman, discusses short-form video for modern branding. Brands like Taco Bell are killing it in reels and short-form videos. As consumer attention spans get shorter, short-form video content, particularly reels, offers a unique opportunity to elevate your on-site presence and captivate audiences in seconds. Today, Montana shares her insights on how reels elevate your on-site presence. Show NotesConnect With: Montanna Olivarez: Website // LinkedIn // TwitterThe Rebrand Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Montanna Olivarez, Senior Manager & Associate Creative Brand Director at Freeman, discusses short-form video for modern branding. Short-form videos have come a long way since the days of Vine, becoming an integral part of modern branding strategies. With platforms like TikTok gaining popularity, short-form videos offer an opportunity for brands to reach a broader audience, increase visibility, and connect with audiences more authentically. Today, Montana shares her insights on the significance of short-form video for modern branding. Show NotesConnect With: Montanna Olivarez: Website // LinkedIn // TwitterThe Rebrand Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
As AI continues to gain popularity and use, can brands rely on them for the creative side of their rebranding or brand refresh? And if you have to create designs at scale, are you better hiring in-house, using an agency, or a creative-as-a-service? Listen to Amrita Mathur, VP of marketing at Superside, as she discusses the role of AI in total rebranding or a brand refresh and deciding what is suitable for you. Show NotesConnect With: Amrita Mathur: Website // LinkedIn // TwitterThe Rebrand Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
At what point does a brand require a refresh or total rebrand? Only consider a rebrand if there is a need for the company to change its image in a big way. For instance, if there's a barrier to more consumers not coming on board, it's provable. What about a refresh? Listen to Amrita Mathur, VP of marketing at Superside, discussing when to do a total rebrand or brand refresh. Show NotesConnect With: Amrita Mathur: Website // LinkedIn // TwitterThe Rebrand Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Brands, no matter how old, miss their way, and when they do, how do you revive their identity? How high does the approval go, and what guardrails do you need to implement? And more importantly, how do you make the business case for it to the C-suite? Listen to Robert Ferguson, Senior Director of Brand Strategy at SAP, as he discusses reviving a legacy company's identity. Show NotesConnect With: Robert Ferguson: Website // LinkedIn // TwitterThe Rebrand Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Too often, people approach brand building or rebranding from the outside, thinking it is all about being customer-centric. That's only one of the three truths of brand transformation, and it is not the most critical. What does it mean to transform a brand, and what is the most critical thing to remember, irrespective of company size? Listen to Robert Ferguson, Senior Director of Brand Strategy at SAP, as he discusses true brand transformation. Show NotesConnect With: Robert Ferguson: Website // LinkedIn // TwitterThe Rebrand Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
From the war in Ukraine to inflation and the threat of another World war, how are consumers reacting to these uncertainties? What are the major consumer trends in a post-covid world, and what do they mean for your brand? Listen to Leigh Caldwell, Co-Founder & Partner at Irrational Agency, as he discusses the major consumer behavior trends in a post-covid world. Show NotesConnect With: Leigh Caldwell: Website // LinkedIn // TwitterThe Rebrand Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
There's a human at both ends of every technology or product. Whatever category you operate in, there's already a human narrative around it, and it's your job to find how your brand's story fits into that. But how would you uncover these narratives? Listen to Leigh Caldwell, Co-Founder & Partner at Irrational Agency, as he discusses the behavioral science practices the biggest brands in the world use to discover consumer truths. Show NotesConnect With: Leigh Caldwell: Website // LinkedIn // TwitterThe Rebrand Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
An influencer is a content creator all the time. But a content creator is not always an influencer. How do you leverage both? What are the intricacies of working with influencers vs. content creators? To get all the details, listen to Alessandro Bogliari, CEO and Co-Founder at The Influencer Marketing Factory, as he talks about influencer marketing versus content creators and the brand strategy that wins. Show NotesConnect With: Alessandro Bogliari: Website // LinkedIn // TwitterThe Rebrand Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Many marketers have tested multiple platforms to leverage the power of influencer marketing at scale, but it remains elusive. What are marketers doing wrong? Part of the problem is standardizing pricing, not making data-driven decisions, budgeting, etc. Listen to Alessandro Bogliari, CEO and Co-Founder at The Influencer Marketing Factory, as he talks about how brands can leverage influencers. Show NotesConnect With: Alessandro Bogliari: Website // LinkedIn // TwitterThe Rebrand Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Marketing is the least homogeneous function in the company. It is a multifunction role that requires experience and practice across functions. If you can write your marketing into the financial story, you have a lot more credibility. But how? Listen to Mike Linton, Former CMO of Ancestry, discussing how the Best Buy CMO aligned the company's KPIs with compensation. Show NotesConnect With: Mike Linton: LinkedIn // TwitterThe Rebrand Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Marketing is the most scrutinized job. The company pays attention to every piece of marketing you do, and sadly, consumers do not. How do you show the company from the consumer perspective that your marketing efforts are working? How do you get everyone on the marketing team to see how their diverse functions contribute to the whole that consumers see? Listen to Mike Linton, Former CMO of Ancestry, discussing the consumer scorecard for CMOs to succeed. Show NotesConnect With: Mike Linton: LinkedIn // TwitterThe Rebrand Podcast: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Faruk Heplevent, Founder of The Scope Studio, explores the power of CGI in modern automotive marketing. The use of CGI has grown significantly in the media industry, and its quality has reached a point where the majority of us can no longer distinguish it from reality. Given its ability to eliminate the need for physical sets and the creative control and flexibility it provides, is CGI the ideal solution for maximizing product marketing budgets? Today, Faruk discusses CGI's role in modern marketing. Show NotesConnect With: Faruk Heplevent: Website // LinkedIn Scott Harkey: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Faruk Heplevent, Founder of The Scope Studio, explores the power of CGI in modern automotive marketing. During a traditional photo or video shoot, you inevitably relinquish a significant degree of control. However, CGI promises a level of control and precision that was previously inconceivable, and it's poised to revolutionize the way car manufacturers present their latest vehicles to the world. Today, Faruk discusses reimagining car launches. Show NotesConnect With: Faruk Heplevent: Website // LinkedIn Scott Harkey: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Remember that iconic Long John Silver campaign and how they found unprecedented sustainability messaging? Do you know how it worked and how they came up with it? In a marketing world flooded with so many players and so few authentic creatives, what's the way forward? Listen to David Fischette, CEO of Go West Creative, discussing the rationale behind the successful Long John Silver brand campaign and more! Show NotesConnect With: David Fischette: Website // LinkedIn // TwitterScott Harkey: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Sexy Hair secured the rights to a likeness of Marilyn Monroe for a two-year campaign to be the face of the Sexy Hair brand. What was the thinking behind such a bold move? And what brand and retail value did the Marilyn Monroe moments generate? Listen to David Fischette, CEO of Go West Creative, as he shares the inside story behind the successful recreation of Marilyn moments for Sexy Hair. Show NotesConnect With: David Fischette: Website // LinkedIn // TwitterScott Harkey: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Hamish Campbell, VP Executive Creative Director at Pearlfisher, delves into how General Mills brought together iconic brands like Gushers, Fruit by the Foot, and Fruit Roll-Ups, and showcase their strategy by building a portfolio of beloved fruit snacks. Coppertone possessed an iconic but underused symbol, while McDonald's had diluted its brand with excessive marketing promotions. Pearlfisher stepped in to help both brands by reestablishing emotional connections with consumers through innovative design strategies. Today, Hamish discusses other iconic brands like McDonald's and Coppertone. Show NotesConnect With: Hamish Campbell: Website // LinkedIn // TwitterScott Harkey: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Hamish Campbell, VP Executive Creative Director at Pearlfisher, delves into how General Mills brought together iconic brands like Gushers, Fruit by the Foot, and Fruit Roll-Ups, and showcase their strategy by building a portfolio of beloved fruit snacks. General Mills partnered with Pearlfisher to breathe new life into these classics. The result? An exciting new chapter in snack history that's sure to delight and connect with a new generation. Today, Hamish discusses how General Mills comprised Gushers, Fruit By The Foot, and Fruit Roll-Ups brands. Show NotesConnect With: Hamish Campbell: Website // LinkedIn // TwitterScott Harkey: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
Are you an early-stage company preparing to go to market, or a brand already in the marketplace but struggling to find the right marketing mix, balancing performance marketing and brand building, finding a CPA model that works, and more? Listen to Brad Simmons, Former CMO of Figure, discussing brand building, blended marketing, and marketing mistakes to avoid. Show NotesConnect With: Brad Simmons: LinkedIn // TwitterScott Harkey: Email // LinkedIn // TwitterI Hear Everything: IHearEverything.com // LinkedIn See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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