The Power of a Name: Navigating Change, Creativity, and Unpopular Decisions!

The Power of a Name: Navigating Change, Creativity, and Unpopular Decisions!

From The B Word by Structure

February 4, 2025 · 32 min · Season 3 · Episode 1

About this episode

Jesse and Robin Winstanley discuss the intricacies of branding and change management, emphasizing the importance of audience-driven decisions and internal engagement.

In this episode, Jesse and Robin Winstanley from OnPath Energy dive into the intricate process of branding, consultation, and change management. They discuss the challenges and opportunities that come with naming and rebranding, highlighting the importance of audience-driven decisions, internal engagement, and embracing bold choices—even when they’re unpopular. Robin reflects on the professional growth that came from the process, the value of strong brand advocacy, and how a disciplined approach to consultation can lead to a successful outcome. Together, they share insights on navigating stakeholder input, making strategic branding decisions, and ensuring a new identity is embraced both internally and externally. Whether you're facing a carve-out, a rebrand, or a major change initiative, this episode offers valuable lessons on making the process smoother, more effective, and even enjoyable.

People in this episode

Host: Jesse

Guest: Robin Winstanley

Topics covered

  • branding
  • change management
  • consultation
  • rebranding
  • stakeholder engagement
  • audience-driven decisions

Keywords

  • branding
  • change management
  • rebranding
  • stakeholder input
  • consultation
  • bold choices
  • audience engagement

Mentioned in this episode

Organizations: OnPath Energy

More episodes of The B Word

Explore listener stats, chart rankings, contacts and more on the The B Word podcast page.