18 | 🚨 Rebrand or Die? The Hidden ROI of Brand No One Talks About 💥 with Willow Hill (ScoutLab, Airbnb)

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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