F the Rebrand! E96 with Beatrice Gutknecht

Why do so many teams grab a shiny rebrand when the real problem is strategy? 🤔 We’ve avoided this topic for ages… but today we go there—with brand strategist Beatrice Gutknecht, whose mission is, ahem, “F*** rebrands.” She breaks down why visual-first overhauls flop, how to get brand + marketing actually working together, and what to measure so brand work shows up in revenue—not just mood boards. 

In this episode, we unpack when you need a rebrand (rarely), when you need repositioning (usually), and how to make it stick inside the business—not just on the website. We swap horror stories (hello, “my wife doesn’t like the logo” feedback) and get practical about test-and-learn, ICP research, and cross-functional buy-in. 

We get into:
 ✅ Why “visual-first” rebrands backfire (think Twitter→X, Jaguar) and what to do instead.
 ✅ Repositioning 101: align brand, marketing, sales, and CS—then ship fast tests, not 100-page brand bibles.
 ✅ Killing subjectivity: replace “CEO’s spouse said no” with customer research and data.
 ✅ Building a brand world in B2B (yes, really) so people feel your positioning—not just read it.
✅ A real case study: moving an architectural hardware brand earlier in the buying cycle and making marketing actually easier. 
✅ Agency red flags to watch for (and why big glossy “guidelines” ≠ business impact). 
✅ What to track so brand = pipeline: category mentions/associations, market share & engagement, retention & advocacy, and even CAC. 
✅ Leading through the AI noise while staying human-first (without whiplash). 

If you’re tired of expensive rebrands that change the logo but not the results—and you want brand work that sales, customers, and your team can feel—this one’s for you. 

We’re Ruta and Emma, the marketing consultants behind Blame it on Marketing. 

If you’re in B2B SaaS or professional services and looking to do marketing that actually drives revenue and profit, we’re here for it.

Visit blameitonmarketing.com and let’s get this show on the road.