For B2B tech companies, rebranding exercises are incredibly involved and require expert teamwork, creativity and decision-making. Look Left recently underwent a rebranding, and we decided to use the podcast to share some of our most important learnings.
Look Left’s David Sprague, Liesse Jayalath and John Masserini share lessons learned from the Look Left rebrand project and touch on other topics like expanding AI budgets and (ridiculous) child-to-parent litigation stories.
3:07 - David, Liesse and John start with an icebreaker: The fast emergence of generative AI
9:27 - The impetus for Look Left’s rebranding process
11:40 - The importance of ‘starting with the why’ in a rebrand
13:25 - Before you tell the world about you, it’s critical to determine the right SEO keywords
15:49 - Creating a rebranding team that represents a diverse group of people
19:30 - Everyone’s opinion should be welcomed, but there should be a single decision-maker
20:48 - Tips for sticking to your rebranding timeline
22:58 - Once a decision is made, you have to move forward and be all-in
25:36 - One key to launching a rebrand successfully and on time is internal empathy
26:49 - Maintaining ‘the why’ and consistency throughout the rebranding process
30:04 - Updating the rebrand after the launch
32:50 - The roundtable shares things that made them LOL recently
Resources:
- AI spending report
- Lex Fridman podcast
- RASCI responsibility framework
- Look Left blog: The Ultimate Rebranding Project Plan to Bring a New Brand to Life
- Look Left blog: How to Build a Successful Website Migration Strategy
