Willow Hill is Chief Creative Officer and co-founder of ScoutLab.
In this episode of Good Revenue, host Neeta Bidwai and Willow cover:
- Insights and experiences from notable rebrands, including Airbnb, Venmo, and Apple.
- Why short-termism is not your friend when it comes to brand. If you want a $100M+ market cap, it’s a long-term game.
- How to tell when brand work or a rebrand makes sense, and why you need to focus on business metrics to do brand work well.
- Why if you’re not differentiated in your category, it’s worth investigating whether you need to rebrand.
- Overlooked internal aspects of brand building and the true return on investment (ROI) of effective branding.
- How companies should integrate branding across all departments and measure the success of their initiatives.
- Importance of internal branding, customer experience, and the evolution of brand strategies over time.
- Recommendations on initiating brand projects, avoiding common pitfalls, and achieving brand consistency.
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Where to find Willow:
https://www.linkedin.com/in/willowh/
Where to find Neeta:
https://www.linkedin.com/in/neetabidwai/
Where to find Good Revenue:
https://goodrevenue.io/goodrevenue
https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ
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Highlights:
00:00 Introduction to Willow Hill and Her Career
00:38 The Importance of Internal Branding
02:47 Defining and Building a Brand
05:37 Effective Rebranding Strategies
14:49 Case Studies and Success Stories
21:40 Challenges and Considerations in Rebranding
27:05 Key Takeaways and Conclusion
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Referenced:
• Apple: https://www.apple.com/
• Airbnb: https://www.airbnb.com/
• ScoutLab: https://www.scoutlab.com/
• Venmo: https://venmo.com/
• Maple: https://www.growmaple.com/
• Adidas: https://www.adidas.com/us
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