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Ep 3 – How a Brand Can Be Reborn Without Losing Its Soul | Jeffrey Taub
Manage episode 498477966 series 3681836
TOKY & Cline and TOKY에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 TOKY & Cline and TOKY 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
How do you lead a total brand transformation without losing what makes your firm… your firm?
In this episode, Jeffrey Taub, FSMPS, CPSM, and SVP of Corporate Marketing at AKRF, shares the inside story of rebranding a legacy company. From internal alignment to messaging strategy, Jeff walks us through the belief systems and processes that enabled a values-driven rebrand.
In this Episode
- Leading a full rebrand of AKRF to unify messaging and identity. (01:00)
- Using internal research and discovery to drive authenticity. (05:30)
- Building buy-in through senior leadership and a focused brand committee. (10:15)
- Launching a brand that employees rallied around — and still champion. (13:30)
- Centering the brand on “originality” and what that means day to day. (17:00)
- Applying originality to client work and internal innovation (e.g. AI adoption). (21:00)
- Aligning the rebrand with AKRF’s long-term strategic planning. (26:00)
- Advice for firms: prioritize alignment over consensus in branding work. (30:00)
- The role of physical space (like AKRF’s “Pin Drop” room) in expressing brand. (33:30)
- Final takeaway (39:00)
Guest
Jeffrey Taub is a seasoned marketing strategist with deep expertise in AEC branding. He is known for leading brand transformation initiatives that unite legacy values with modern positioning.
Resources
Character Limit: How Elon Musk Destroyed Twitter [book]
Connect With Us
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Get In Touch: [email protected]
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