{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/64c1fb4a8e16bd00116ffd75/65ab025843029e00166c6eca?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"18 | 🚨 Rebrand or Die? The Hidden ROI of Brand No One Talks About 💥 with Willow Hill (ScoutLab, Airbnb)","thumbnail_width":200,"thumbnail_height":200,"thumbnail_url":"https://open-images.acast.com/shows/64c1fb4a8e16bd00116ffd75/1713578644803-03a563d42347d879697cbe3d5d787c13.jpeg?height=200","description":"<p>Willow Hill is Chief Creative Officer and co-founder of ScoutLab.&nbsp;</p><p><br></p><p>In this episode of Good Revenue, host Neeta Bidwai and Willow cover:</p><p><br></p><ul><li>Insights and experiences from notable rebrands, including Airbnb, Venmo, and Apple.</li><li>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.</li><li>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.&nbsp;</li><li>Why if you’re not differentiated in your category, it’s worth investigating whether you need to rebrand.</li><li>Overlooked internal aspects of brand building and the true return on investment (ROI) of effective branding.</li><li>How companies should integrate branding across all departments and measure the success of their initiatives.</li><li>Importance of internal branding, customer experience, and the evolution of brand strategies over time.</li><li>Recommendations on initiating brand projects, avoiding common pitfalls, and achieving brand consistency.</li></ul><p><br></p><p>_</p><p>Where to find Willow:</p><p><a href=\"https://www.linkedin.com/in/willowh/\" rel=\"noopener noreferrer\" target=\"_blank\">https://www.linkedin.com/in/willowh/</a></p><p><br></p><p>Where to find Neeta:</p><p><a href=\"https://www.linkedin.com/in/neetabidwai/\" rel=\"noopener noreferrer\" target=\"_blank\">https://www.linkedin.com/in/neetabidwai/</a></p><p><br></p><p>Where to find Good Revenue:</p><p><a href=\"https://goodrevenue.io/goodrevenue\" rel=\"noopener noreferrer\" target=\"_blank\">https://goodrevenue.io/goodrevenue</a></p><p><a href=\"https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ\" rel=\"noopener noreferrer\" target=\"_blank\">https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ</a></p><p><br></p><p>_</p><p>Highlights:</p><p>00:00 Introduction to Willow Hill and Her Career</p><p>00:38 The Importance of Internal Branding</p><p>02:47 Defining and Building a Brand</p><p>05:37 Effective Rebranding Strategies</p><p>14:49 Case Studies and Success Stories</p><p>21:40 Challenges and Considerations in Rebranding</p><p>27:05 Key Takeaways and Conclusion</p><p><br></p><p>_</p><p>Referenced:</p><p>• Apple: <a href=\"https://www.apple.com/\" rel=\"noopener noreferrer\" target=\"_blank\">https://www.apple.com/</a>&nbsp;</p><p>• Airbnb: <a href=\"https://www.airbnb.com/\" rel=\"noopener noreferrer\" target=\"_blank\">https://www.airbnb.com/</a>&nbsp;</p><p>• ScoutLab: <a href=\"https://www.scoutlab.com/\" rel=\"noopener noreferrer\" target=\"_blank\">https://www.scoutlab.com/</a>&nbsp;</p><p>• Venmo: <a href=\"https://venmo.com/\" rel=\"noopener noreferrer\" target=\"_blank\">https://venmo.com/</a>&nbsp;</p><p>• Maple: <a href=\"https://www.growmaple.com/\" rel=\"noopener noreferrer\" target=\"_blank\">https://www.growmaple.com/</a>&nbsp;</p><p>• Adidas: <a href=\"https://www.adidas.com/us\" rel=\"noopener noreferrer\" target=\"_blank\">https://www.adidas.com/us</a>&nbsp;</p>","author_name":"Neeta Bidwai"}