How to Lead a B2B Rebrand — Lessons from Contentstack’s CMO | The Debrief with Gurdeep Dhillon

What does it really take to lead a successful B2B rebrand — one that aligns internal teams, resonates externally, and drives measurable ROI?In this episode, Contentstack CMO Gurdeep Dhillon joins Focus Lab CEO Bill Kenney to break down the full rebranding journey. You’ll learn how Gurdeep approached agency selection, structured internal collaboration, navigated creative feedback, and activated the brand with impact.Whether you're planning a rebrand, navigating M&A, or evolving your company's voice, this is a playbook for brand leaders who want to get it right.What you'll hear:How a refresh clarified the need for a full rebrandThe four traits Contentstack used to select a brand agencyEarly ROI indicators just weeks after launchAdvice for CMOs leading their next rebrandEpisode Resources:Contentstack <> Focus Lab Case StudyContentstack's Rebrand AnnouncementFollow Gurdeep on LinkedIn---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.---STAY IN TOUCH:Focus Lab NewsletterLinkedInYouTube ChannelInstagramLooking for a brand agency? We would love to hear from you. Email us: [email protected]

In the final episode of our Brand and Product series, Bill Kenney (Focus Lab) and Lee Eisenbarth (MaxQ) look ahead: What does the future hold for brand in a world shaped by evolving user expectations and AI tools?From kids swiping TikTok to professionals navigating enterprise software, the bar for user experience is higher than ever. So how does brand show up — not just in how things look, but in how they feel?This episode dives into:Why younger generations will force brands to prioritize experience inside productsWhat Apple teaches us about branding beyond visualsHow AI is changing creative work — and where humans still hold the edgeOne mindset shift every founder should make about brand and productAnd so much more!Whether you’re a founder, product, or brand leader, this conversation will challenge how you think about the emotional resonance of brand, and its vital role in the future products we build.Watch the full series for a complete perspective on how to bridge brand and product in ways that endure.---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.---Stay in Touch:Subscribe to the Focus Lab NewsletterFollow us on LinkedInFollow us on Instagram

When brand and product are treated as separate silos, user trust suffers. In this episode, Focus Lab CEO Bill Kenney and Max Q Co-Founder Lee Eisenbarth unpack what it means to build software experiences that feel cohesive—because they are.They explore how design systems, microcopy, onboarding flows, and even 404 pages can carry the weight of brand, not as decoration, but as the soul of the experience. You’ll hear examples from companies like Slack, Linear, and Ledger, and leave with tactics to align product with purpose — even on a lean budget.Key Takeaways:Why brand-product misalignment kills trust (and how to fix it)Where to inject brand personality into the product — without overdoing itSmall but mighty ways to make technical UX feel humanHow internal teams (not just marketing) scale brand consistentlyWhether you’re building your MVP or scaling a platform, this is your playbook for embedding brand into every corner of your product.Episode Resources:Learn more about MaxQ"Brand Isn't the Frosting. It's the Framework." (Article by Lee Eisenbarth)Connect with Lee on LinkedInPrint Magazine / Headspace Brand ArticleFocus 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.STAY IN TOUCH:Newsletter: https://focuslab.agency/subscribeLinkedIn: https://www.linkedin.com/company/focus-lab-llcInstagram: @focuslabllc Looking for a brand agency? We would love to hear from you. Email us: [email protected]

When product teams build fast and brand is left behind, user experience gaps emerge — and trust erodes.In this first installment of our Brand & Product Series, Focus Lab CEO Bill Kenney sits down with Lee Eisenbarth (Co-Founder, Max Q) to unpack why brand and product are still so often siloed — and why that separation is a critical failure for B2B startups and scale-ups.From early-stage identity myths to missed emotional cues in product design, this conversation sets the foundation for a new way forward: one where brand is built in from day one.What we cover:Why product-first thinking often undervalues brandHow emotional architecture builds resonance and retentionThe business risk of “brand as garnish” thinkingReal-world moments where brand drives product trust (Duolingo, Chase, Chewy)How to align marketing, product, and brand as one experienceWhether you're a founder, product leader, or brand strategist, this is a must-watch on how to create unified, enduring experiences that move both hearts and markets."Brand Isn't the Frosting. It's the Framework" (Lee's Article)Connect with Lee on LinkedIn---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.---STAY IN TOUCH:► Newsletter: https://focuslab.agency/subscribe► LinkedIn: https://www.linkedin.com/company/focus-lab-llc► Podcast: https://creators.spotify.com/pod/prof...► Instagram: @focuslabllc Looking for a brand agency? We would love to hear from you. Email us: [email protected]

Totango’s CMO Karen Budell joins Focus Lab’s Bill Kenney to unpack how bold branding choices and a tight internal team led to a rebrand that didn’t just look good — it worked.From aligning internal cultures to creating a booth activation that got people talking, Karen shares tactical insights and strategic takeaways that any B2B leader navigating brand change can apply.In this episode, you’ll hear:The role a small, empowered team plays in driving rebrand successHow honest feedback (and base jumping) sparked a bold creative pivot mid-projectBehind the scenes insights from Totango’s booth activation — and why it workedWhy upholding the brief is one of the CMO’s most critical rolesAnd so much more!🔗 Learn more about Focus Lab’s branding approach here.Episode Resources:👉 View the new Totango brand in action👉 Totango <> Focus Lab case study👉 Check out the communities Karen is a part of:PavilionWomen in RevenueCMO Coffee Talk---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: [email protected]

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:🔹 Why creativity is still misunderstood in many orgs🔹 Common executive roadblocks—and how to address them🔹 How to align creative efforts with real business goals🔹 Tactical ways to integrate brand moments into the customer journeyWhether you're a brand leader, CMO, or creative looking to make a bigger impact, this episode is packed with clarity, inspiration, and action.---Episode Resources:Marketo <> Focus Lab Case StudyThe Marketo Debrief with Sergio Claudio & Sarah Kennedy EllisZuora <> Focus Lab Case StudyThe Zuora Debrief with Sergio Claudio---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: ► Instagram► LinkedIn► Dribbble ► WebsiteLooking for a brand agency? We would love to hear from you. Email us: [email protected]

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: [email protected]

Calling all creative agency founders (or aspiring founders) 🚨 In our latest podcast episode, we sat down with the partners of Casa Davka, a consulting firm for creative agencies.Focus Lab CEO, Bill Kenney, had the pleasure of diving into the highs, lows, and everything in between with Emily Cohen and Hunter Vargas on their experiences and observations working with agency owners across the country and beyond. They hit on fantastic insights such as:The top three things agencies struggle withEmily's book, Brutally Honest, and the need for clear communicationThe importance of agencies demonstrating the value of design and branding to clientsRecent trends and shifts in the creative agency model (and market)Advice to anyone considering starting their own agencyAnd so much more!A huge thank you to Emily and Hunter for taking the time to join us on the podcast to share their points of view on the industry as well as advice to creative agencies everywhere.Episode Resources:Learn more about Casa DavkaGet Your Copy of "Brutally Honest"Information on Circles ConferenceFollow us on LinkedIn!Emily CohenHunter VargasBill 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.Stay up to date on all things Focus Lab:Follow us on InstagramSubscribe to our newsletterFollow us on LinkedInSubscribe to our YouTube channelLooking for a branding agency?We'd love to connect.

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: 👉 How Clippy (and friends) came to be Office Assistants 👉 Using mascots to humanize technology in the 90s & today 👉 Clippy walked so AI could run 👉 Monte's advice for developing a B2B mascot 👉 And so much more! Be sure to like + subscribe for more content like this — and let us know which Microsoft Assistant you used in the comments. ----- Episode Resources: The Media Equation by Byron Reeves and Clifford Nass Monte Atherton’s Design Studio, Astonishing Work 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: [email protected]

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: [email protected]