18 | 🚨 Rebrand or Die? The Hidden ROI of Brand No One Talks About 💥 with Willow Hill (ScoutLab, Airbnb)

Author: Neeta Bidwai
Published: Tue 23 Jan 2024
Episode Link: https://shows.acast.com/good-revenue/episodes/18-business-metrics-brand-building-with-willow-hill-scoutlab

Willow Hill is Chief Creative Officer and co-founder of ScoutLab.

In this episode of Good Revenue, host Neeta Bidwai and Willow cover:

Insights and experiences from notable rebrands, including Airbnb, Venmo, and Apple.
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.
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.
Why if you’re not differentiated in your category, it’s worth investigating whether you need to rebrand.
Overlooked internal aspects of brand building and the true return on investment (ROI) of effective branding.
How companies should integrate branding across all departments and measure the success of their initiatives.
Importance of internal branding, customer experience, and the evolution of brand strategies over time.
Recommendations on initiating brand projects, avoiding common pitfalls, and achieving brand consistency.

Where to find Willow:

Where to find Neeta:

Where to find Good Revenue:

Highlights:

00:00 Introduction to Willow Hill and Her Career

00:38 The Importance of Internal Branding

02:47 Defining and Building a Brand

05:37 Effective Rebranding Strategies