Eric Williamson is the Chief Marketing Officer at CallMiner, a conversation intelligence company that helps you understand your customers and unlock value. Recently, CallMiner underwent a full rebranding process, so today with Brett, they talk about the lessons that marketing leaders should think about before rebranding. There’s a lot to consider when companies make major changes in their positioning, value proposition, messaging, and visual identity.
0:00 Introduction
1:07 Conversation with Eric
3:05 Rebranding
6:44 Messaging, visual ID, positioning
9:11 Discovery
12:50 Synthesizing feedback
14:42 Managing stakeholders
16:50 Rolling out new brand
19:30 Brand management
23:00 Measuring success
26:08 Prioritizing
29:30 CallMiner
30:10 Outro
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The Content Cocktail Hour