What happens when a brand still holds value — but no longer reflects who you’ve become?

In this episode of The Debrief, Focus Lab CEO Bill Kenney sits down with Nick Donovan, VP of Marketing and Communications at the Technology Association of Iowa (TAI), to explore how his team evolved an almost decade-old brand into a scalable system that better reflects who they are today.

With a background in graphic design and agency life, Nick brings sharp perspective on aligning purpose, messaging, and identity and what it really takes to bring a modern B2B brand to life.

You’ll hear:

✅ Why slowing down is essential to making smarter, more strategic brand decisions

✅ Why a deeper look at brand equity led to a more confident, focused refresh

✅ How to design a scalable system that unifies multiple sub-brands and programs

✅ How clear messaging enables more confident, consistent brand activation

Whether you’re planning a brand evolution or leading an identity rollout, this episode offers practical insight into what lasting, modern B2B branding really requires.

Editor's Note: You’ll notice some of our video dips into lo-fi territory throughout this episode. We had some rendering issues, but thankfully the insights came through in HD.

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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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• Subscribe to our newsletter
• Connect with us on LinkedIn
• Subscribe to our YouTube Channel
• Follow us on Instagram

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 expectations
• When a rename makes strategic sense (and when it doesn’t)
• Why global names must be distinct, ownable, and emotionally resonant
• What’s changed — and what still holds true — in naming today

Whether you're a CMO, founder, or brand strategist, this episode unpacks how to make smarter, more future-proof naming decisions.

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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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Stay in Touch:

• Subscribe to our newsletter
• Follow us on LinkedIn
• Follow us on Instagram

When’s the right time to let go of a brand that’s no longer serving your business—even if it’s been working for 10+ years?

In our latest episode of The Debrief, Focus Lab CEO Bill Kenney talks with the GigSalad team: CEO Mark Steiner, CTO Locke Bircher, and Product Designer Nichole Baiel. Together, they discuss the bold, intentional rebrand that helped them level up and better align with their future audience and goals.

They unpack the creative decisions, moments of friction, and meaningful conversations that shaped the transformation from the brief to the big reveal.

In this episode, you’ll learn:

✅ Why holding onto a legacy brand can quietly limit future growth

✅ How “playing it safe” in B2B branding makes it harder to stand out

✅ Why designing for your audience—not yourself—drives better results

✅ The often-overlooked value of soft skills when choosing a branding partner

🎧 Whether you’re evolving your identity or evaluating your agency partner, this episode offers candid insights into what bold B2B branding really takes.

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 Newsletter► LinkedIn► YouTube► InstagramLooking for a brand agency? We would love to hear from you. Email us: [email protected]

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 smarter

Whether 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 LinkedIn
• The LinkedIn post that inspired this episode
• Thinking, Fast and Slow by Daniel Kahneman

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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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STAY IN TOUCH:

• ⁠Focus Lab Newsletter⁠
• ⁠LinkedIn⁠
• ⁠YouTube Channel⁠
• ⁠Instagram

Looking for a brand agency? We would love to hear from you. Email us: [email protected]

What does it really take to lead a successful B2B rebrand — one that aligns internal teams, resonates externally, and drives measurable ROI?

In this episode, Contentstack CMO Gurdeep Dhillon joins Focus Lab CEO Bill Kenney to break down the full rebranding journey. You’ll learn how Gurdeep approached agency selection, structured internal collaboration, navigated creative feedback, and activated the brand with impact.

Whether you're planning a rebrand, navigating M&A, or evolving your company's voice, this is a playbook for brand leaders who want to get it right.

What you'll hear:

• How a refresh clarified the need for a full rebrand
• The four traits Contentstack used to select a brand agency
• Early ROI indicators just weeks after launch
• Advice for CMOs leading their next rebrand

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 products
• What Apple teaches us about branding beyond visuals
• How AI is changing creative work — and where humans still hold the edge
• One mindset shift every founder should make about brand and product
• And 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.

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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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Stay in Touch:

• Subscribe to the Focus Lab Newsletter
• Follow us on LinkedIn
• Follow us on Instagram

When brand and product are treated as separate silos, user trust suffers. In this episode, Focus Lab CEO Bill Kenney and Max Q Co-Founder Lee Eisenbarth unpack what it means to build software experiences that feel cohesive—because they are.

They explore how design systems, microcopy, onboarding flows, and even 404 pages can carry the weight of brand, not as decoration, but as the soul of the experience. You’ll hear examples from companies like Slack, Linear, and Ledger, and leave with tactics to align product with purpose — even on a lean budget.

Key Takeaways:

• Why brand-product misalignment kills trust (and how to fix it)

• Where to inject brand personality into the product — without overdoing it

• Small but mighty ways to make technical UX feel human

• How internal teams (not just marketing) scale brand consistently

  
  

Whether you’re building your MVP or scaling a platform, this is your playbook for embedding brand into every corner of your product.

Episode Resources:

• Learn more about MaxQ
• "Brand Isn't the Frosting. It's the Framework." (Article by Lee Eisenbarth)
• Connect with Lee on LinkedIn
• Print Magazine / Headspace Brand Article

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
• Instagram: @focuslabllc

Looking for a brand agency? We would love to hear from you. Email us: [email protected]

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 brand
• How emotional architecture builds resonance and retention
• The business risk of “brand as garnish” thinking
• Real-world moments where brand drives product trust (Duolingo, Chase, Chewy)
• How to align marketing, product, and brand as one experience

Whether 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.

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• "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: [email protected]

Totango’s CMO Karen Budell joins Focus Lab’s Bill Kenney to unpack how bold branding choices and a tight internal team led to a rebrand that didn’t just look good — it worked.

From aligning internal cultures to creating a booth activation that got people talking, Karen shares tactical insights and strategic takeaways that any B2B leader navigating brand change can apply.

In this episode, you’ll hear:

• The role a small, empowered team plays in driving rebrand success
• How honest feedback (and base jumping) sparked a bold creative pivot mid-project
• Behind the scenes insights from Totango’s booth activation — and why it worked
• Why upholding the brief is one of the CMO’s most critical roles
• And so much more!

🔗 Learn more about Focus Lab’s branding approach here.

Episode Resources:

👉 View the new Totango brand in action

👉 Totango <> Focus Lab case study

👉 Check out the communities Karen is a part of:

• Pavilion
• Women in Revenue
• CMO Coffee Talk

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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.---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.agencyLooking for a brand agency? We would love to hear from you. Email us: [email protected]

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 journey

Whether you're a brand leader, CMO, or creative looking to make a bigger impact, this episode is packed with clarity, inspiration, and action.

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Episode Resources:

• Marketo <> Focus Lab Case Study
• The Marketo Debrief with Sergio Claudio & Sarah Kennedy Ellis
• Zuora <> Focus Lab Case Study
• The Zuora Debrief with Sergio Claudio

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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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FOLLOW US:

► Instagram

► LinkedIn

► Dribbble

► Website

Looking for a brand agency? We would love to hear from you. Email us: [email protected]