Focus On Brand

This rebrand started with a new CMO and a 20-year-old company ready for change. It ended with real diamonds given away in a crowd. Here's everything in between.In our latest episode of The Debrief, Focus Lab CEO Bill Kenney sits down with Rhiannon Staples, CMO of ClearCo, to walk through the rebrand that brought their brand identity in line with who they'd actually become. From building a structured agency selection process to rallying an entire organization around a new vision, Rhiannon shares what it really takes to lead a rebrand from the inside.Tune in to hear:How to take the guesswork out of choosing a branding agencyWhy a rebrand is the foundation, not the finish lineHow a structured agency process keeps busy senior stakeholders aligned and on trackWhat a brand-led activation looks like when the concept is truly dialed inIf you're a B2B marketing leader ready to build a brand foundation that lasts, this one's for you.---Episode Resources:Check Out ClearCo in ActionLearn more about 301 Walsh (Events)Learn more about Craft&Crew (Web Dev)---Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.STAY IN TOUCH:Subscribe to our YouTube channelFollow us on LinkedInSubscribe to our newsletterFollow us on Instagram

Brand decisions don't have to be personal. The best rebrand leaders know how to take the emotion out and replace it with clear criteria. ✅In this episode of The Debrief, Focus Lab CEO Bill Kenney sits down with Beth Forester — now CEO of Animoto, and VP of Marketing during their rebrand — to explore how intentional process and clear decision-making can be the difference between a brand project that stalls and one that actually succeeds.Animoto was shifting its market position from consumer to SMB, carrying four iterations of their old brand across their product experience, and accumulating brand debt fast. What followed was one of the most structured, stakeholder-savvy approaches to a rebrand we've seen.In this episode, Bill and Beth cover:Building internal alignment before agency engagement ever beginsUsing the RACI framework to manage input and keep decisions movingNavigating the logo phase before opinions start to outweigh criteriaDefining success metrics early to keep brand decisions objectiveIf you're a B2B marketing or brand leader heading into a rebrand — or trying to figure out how to get your organization aligned before one — this episode offers a practical, grounded look at how to lead the process with clarity and confidence.---Episode ResourcesLearn More about AnimotoThe RACI Matrix---Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.---STAY IN TOUCH:Subscribe to our newsletterFollow us on LinkedInSubscribe to our YouTube ChannelFollow Us on InstagramLooking for a brand agency? We would love to hear from you. Email us: hello@focuslab.agency

Brand naming in 2026 is more complex, and more critical, than ever.David Placek, founder of Lexicon Branding (the team behind names like Swiffer, BlackBerry, Sonos, and Dasani), joins Focus Lab CEO Bill Kenney to explore the new frontiers of naming: from AI-driven processes and trademark saturation to global naming challenges and evolving consumer expectations.What you'll learn:How AI is reshaping naming workflows and client expectationsWhen a rename makes strategic sense (and when it doesn’t)Why global names must be distinct, ownable, and emotionally resonantWhat’s changed — and what still holds true — in naming todayWhether you're a CMO, founder, or brand strategist, this episode unpacks how to make smarter, more future-proof naming decisions.---Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.---Stay in Touch:Subscribe to our newsletterFollow us on LinkedInFollow us on Instagram

Let's be honest, we don’t need more AI hype. We need real examples of how teams are using it to work smarter. In this episode, Henrique Cruz of Rows shares how AI is becoming a true creative collaborator — streamlining workflows, accelerating iteration, and unlocking bandwidth for higher-value thinking.After partnering with Focus Lab on a full rebrand, the Rows team didn’t shelf the guidelines — they activated them. Henrique shares how they now use AI to generate on-brand creative drafts faster, using the original system as a foundation. The result? More assets, more agility, and more space for designers to focus on what matters most: pushing the work further.What this episode covers:🔺 Real examples of AI-driven creative workflows inside a lean B2B team🔺 How brand guidelines + AI = speed without sacrifice🔺 The tactical impact of AI on creative ops and content velocity🔺 How to keep humans at the center while working smarterWhether you’re leading a brand, scaling a creative team, or exploring AI for marketing execution, this conversation delivers practical insights — not just predictions.Show Notes:Follow Henrique Cruz on LinkedInThe LinkedIn post that inspired this episodeThinking, Fast and Slow by Daniel Kahneman---Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.---STAY IN TOUCH:⁠Focus Lab Newsletter⁠⁠LinkedIn⁠⁠YouTube Channel⁠⁠InstagramLooking for a brand agency? We would love to hear from you. Email us: hello@focuslab.agency

In the final episode of our Brand and Product series, Bill Kenney (Focus Lab) and Lee Eisenbarth (MaxQ) look ahead: What does the future hold for brand in a world shaped by evolving user expectations and AI tools?From kids swiping TikTok to professionals navigating enterprise software, the bar for user experience is higher than ever. So how does brand show up — not just in how things look, but in how they feel?This episode dives into:Why younger generations will force brands to prioritize experience inside productsWhat Apple teaches us about branding beyond visualsHow AI is changing creative work — and where humans still hold the edgeOne mindset shift every founder should make about brand and productAnd so much more!Whether you’re a founder, product, or brand leader, this conversation will challenge how you think about the emotional resonance of brand, and its vital role in the future products we build.Watch the full series for a complete perspective on how to bridge brand and product in ways that endure.---Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.---Stay in Touch:Subscribe to the Focus Lab NewsletterFollow us on LinkedInFollow us on Instagram

When product teams build fast and brand is left behind, user experience gaps emerge — and trust erodes.In this first installment of our Brand & Product Series, Focus Lab CEO Bill Kenney sits down with Lee Eisenbarth (Co-Founder, Max Q) to unpack why brand and product are still so often siloed — and why that separation is a critical failure for B2B startups and scale-ups.From early-stage identity myths to missed emotional cues in product design, this conversation sets the foundation for a new way forward: one where brand is built in from day one.What we cover:Why product-first thinking often undervalues brandHow emotional architecture builds resonance and retentionThe business risk of “brand as garnish” thinkingReal-world moments where brand drives product trust (Duolingo, Chase, Chewy)How to align marketing, product, and brand as one experienceWhether you're a founder, product leader, or brand strategist, this is a must-watch on how to create unified, enduring experiences that move both hearts and markets."Brand Isn't the Frosting. It's the Framework" (Lee's Article)Connect with Lee on LinkedIn---Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.---STAY IN TOUCH:► Newsletter: https://focuslab.agency/subscribe► LinkedIn: https://www.linkedin.com/company/focus-lab-llc► Podcast: https://creators.spotify.com/pod/prof...► Instagram: @focuslabllc Looking for a brand agency? We would love to hear from you. Email us: hello@focuslab.agency

Brand isn't just a creative exercise — it’s a product that drives ROI.Back for his third appearance on the Focus on Brand podcast, Sergio Claudio (ex-Adobe, Marketo, Zuora) joins us to challenge how organizations perceive and measure creativity. Is it just a cost center—or a powerful growth engine?In this episode, Sergio unpacks how creative work can (and should) drive business outcomes. From C-suite blockers to strategic alignment, we cover how to elevate creative teams from "make it pretty" to make it perform.What we cover:🔹 Why creativity is still misunderstood in many orgs🔹 Common executive roadblocks—and how to address them🔹 How to align creative efforts with real business goals🔹 Tactical ways to integrate brand moments into the customer journeyWhether you're a brand leader, CMO, or creative looking to make a bigger impact, this episode is packed with clarity, inspiration, and action.---Episode Resources:Marketo <> Focus Lab Case StudyThe Marketo Debrief with Sergio Claudio & Sarah Kennedy EllisZuora <> Focus Lab Case StudyThe Zuora Debrief with Sergio Claudio---Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.---FOLLOW US: ► Instagram► LinkedIn► Dribbble ► WebsiteLooking for a brand agency? We would love to hear from you. Email us: hello@focuslab.agency

Calling all creative agency founders (or aspiring founders) 🚨 In our latest podcast episode, we sat down with the partners of Casa Davka, a consulting firm for creative agencies.Focus Lab CEO, Bill Kenney, had the pleasure of diving into the highs, lows, and everything in between with Emily Cohen and Hunter Vargas on their experiences and observations working with agency owners across the country and beyond. They hit on fantastic insights such as:The top three things agencies struggle withEmily's book, Brutally Honest, and the need for clear communicationThe importance of agencies demonstrating the value of design and branding to clientsRecent trends and shifts in the creative agency model (and market)Advice to anyone considering starting their own agencyAnd so much more!A huge thank you to Emily and Hunter for taking the time to join us on the podcast to share their points of view on the industry as well as advice to creative agencies everywhere.Episode Resources:Learn more about Casa DavkaGet Your Copy of "Brutally Honest"Information on Circles ConferenceFollow us on LinkedIn!Emily CohenHunter VargasBill Kenney-------Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.Stay up to date on all things Focus Lab:Follow us on InstagramSubscribe to our newsletterFollow us on LinkedInSubscribe to our YouTube channelLooking for a branding agency?We'd love to connect.

In our latest episode of The Debrief, we're sitting down with MessageGears VP of Marketing, Will Devlin. After 10 years with the same logo, the MessageGears team's rebrand mantra was "anywhere but here" — and their rebrand project benefited greatly from that mindset. Will and Bill touch on so many important topics such as: The inflection point for the MessageGears rebrand The challenge of the unknown when entering a brand project The benefits of setting expectations when committing to something new The importance of a strong strategy in a rebrand And so much more! You won't want to miss this episode. Will and his team were a highlight of our year and being able to debrief with him was the cherry on top! P.S. Don't forget to like + subscribe. --- Episode Resources: MessageGears / Focus Lab Case Study Sydney Sloan/Salesloft Debrief Episode More info on Conquer Your Rebrand --- Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves. --- FOLLOW US: ►Podcast: https://anchor.fm/focuslab ►Instagram: @focuslabllc ►LinkedIn: / focus-lab-llc ►Dribbble: https://dribbble.com/focuslab ►Web: https://focuslab.agency Looking for a brand agency? We would love to hear from you. Email us: hello@focuslab.agency

In this episode of The Debrief, we're sitting down with Irwin's VP of Marketing, Melissa Homère, and digging into their team's experience working alongside Focus Lab to level up their existing brand. Irwin had an innovative product and a respected brand, but recognized that they were in need of a refresh to get organized, strategic, and elevated. In our conversation, we touch on everything from: 👉 Verbalizing the importance of a rebrand to the larger team 👉 The importance of strategy in their rebrand effort 👉 Quantifying the ROI of the rebrand after just a few months And so much more! Additional Resources: Focus Lab <> Irwin Case Study Irwin Article: Boldly Forward, Introducing Our New Brand Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves. --- FOLLOW US: ►Podcast: https://anchor.fm/focuslab ►Instagram: @focuslabllc ►LinkedIn: https://www.linkedin.com/company/focus-lab-llc ►Dribbble: https://dribbble.com/focuslab ►Web: https://focuslab.agency Looking for a brand agency? We would love to hear from you. Email us: hello@focuslab.agency

Join us in our latest episode of In Conversation as we chat with John Rougeux — founder of Flag & Frontier, a company that specializes in narrative design and execution. In this episode, John and host Bill Kenney break down various category design strategies, discuss how to find c-suite alignment without taking away autonomy from the larger team, dig into what the right mindset is to have when approaching a big brand change, and so much more. Whether you're a business owner, marketer, or creative we think you'll find some valuable insights from John! --- Learn more about Flag & Frontier: 👉 https://www.flagandfrontier.com/ Subscribe to John's newsletter, The Narrative Field Guide: 👉 https://www.narrativefieldguide.com/subscribe

As an AI company who was building their premium product well before the big AI boom, PolyAI recognized that their previous brand did not represent the level of power and maturity they had achieved — it was time to level up. It was a pleasure to have Kylie Whitehead, Senior Director of Marketing and Brand at PolyAI, sit down with Focus Lab CEO Bill Kenney to reflect on their rebrand project with our team. Tune is as they discuss PolyAI's choice to reposition their company prior to finding a rebrand partner, the major benefits of transparency in a rebrand project, the importance of getting your C-suite on board, and so much more. Click here to view more of our work with PolyAI.

We're back at it again with David Placek, founder of Lexicon Branding. This time we dive into the idea of sustainability in when it comes to brand naming, specifically focusing on Lexicon's role in naming Lucid, a luxury EV car, as well as Mainspring, Subaru Outback, and beyond! You don't want to miss this episode as we get into the weeds of creating value through brand names, the approach behind brand naming, and David's excellent advice for founders in the process of choosing their company's name (we promise it's not "call Lexicon"). Learn more about Lexicon Branding: https://www.lexiconbranding.com/