Anatomy of a Rebrand

In our latest podcast episode, special guest Rich Jordan explains how he cleaned up a messy brand situation.

Here are today’s highlights:

• The jobs report is back, and unemployment is up.

• With “earned media” harder to come by, corporate America is investing in telling its own story.

• The Harvard Business Review suggests a way to help your team finish the year strong.

• The FTC blocked a founder from selling his business to Amazon. Now it’s in bankruptcy and on its way to China.

THE 21 HATS PODCAST

Three Branches, Three Brands: Anatomy of a Rebrand: This week, special guest Rich Jordan takes us inside a marketing challenge presented by his successful acquisition of home-services businesses. Do you keep the legacy names of those businesses to preserve local trust—at the cost of running a fragmented, inefficient marketing operation? Do you take the strongest brand you own and roll it out everywhere, even if it may not translate from one community to the next? Or do you wipe the slate clean and create an entirely new brand to unify the whole operation—knowing that it means walking away from money you’ve already sunk into branding your biggest location?

• In a conversation with Shawn Busse and Jay Goltz, Rich takes us through how he wrestled with those choices, why he ultimately made the call he did, and what he learned along the way. His takeaways included that there are still people who listen to radio, that an authentic story can compete with private equity, and that it is possible to find a marketing agency that will align its interests with yours.

• You can subscribe to the 21 Hats Podcast wherever you get podcasts.