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The Content Cocktail Hour
Exploring the Decision to Rebrand from the CMO Perspective with Michael Londgren of Responsive
Sep 22, 2023
31:08
Michael Londgren is a hyper-growth CMO with an impressive resume that includes Apple, Adobe, Blue Martini, Docusign, Nasdaq, and Seismic. Most recently, he became the CMO at Responsive, formerly RFPIO. Michael explains his reasoning to drive this big rebrand. A company name needs to be memorable and encompass their value proposition. The rebrand went much deeper than a name change, he also recognized a need to align the sales team. Change can be scary, so careful planning and execution were key.
0:00 Intro
1:36 Episode starts
5:12 Michael’s background
6:50 Proposing a rebrand
10:45 Timing, vision, alignment
13:35 Listen to sales team
16:10 Choosing “Responsive”
19:35 Internal to external activation
24:10 Roadblocks and goals of rebrand
30:33 Outro
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