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 begins
• Using the RACI framework to manage input and keep decisions moving
• Navigating the logo phase before opinions start to outweigh criteria
• Defining success metrics early to keep brand decisions objective

If 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.

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Episode Resources

• Learn More about Animoto
• The RACI Matrix

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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.

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