The Warning Signs Your Company Has Outgrown Its Brand with Rudy A. Zacharias and Terry Elkins

About this episode

Kelly Kennedy discusses branding and the signs of a company outgrowing its brand with Rudy A. Zacharias and Terry Elkins.

In Episode 346 of The Business Development Podcast, Kelly Kennedy sits down with Rudy A. Zacharias and Terry Elkins of About That... to explore one of the most misunderstood topics in business: branding. Drawing on decades of experience helping organizations navigate growth and transformation, Rudy and Terry explain why a brand is far more than a logo. It is the sum total of what people think, feel, and experience when they interact with your company. Together, they unpack the warning signs that your business may have outgrown its brand, the importance of aligning perception with reality, and why successful companies often reach a point where evolution becomes necessary. The conversation also provides a behind-the-scenes look at About That...'s own transformation from G Squared to its new identity. Rudy and Terry share the intentional process behind the rebrand, the challenges of balancing existing brand equity with future growth, and the critical role of employee buy-in, change management, and communication throughout the journey. Whether you're considering a full rebrand, a brand refresh, or simply want to better understand how your organization is perceived, this episode…

People in this episode

Host: Kelly Kennedy

Guests: Rudy A. Zacharias, Terry Elkins

Topics covered

• branding
• business growth
• company transformation
• brand perception
• rebranding process
• employee buy-in

Keywords

• branding
• company growth
• rebranding
• brand identity
• employee engagement
• business transformation

Mentioned in this episode

Organizations: About That..., G Squared

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