Are you struggling to figure out whether it’s time to refresh your brand—or go all-in on a full rebrand? In this episode of Cover Brand, host Ethan Decker chats with Arissa Kirkland, AVP of Marketing at Bishop Fox, about the real-world triggers that should drive your branding decisions. Arissa shares how Bishop Fox evolved from the ambiguous “Stack & Lou” to an edgy, human-focused brand, and why internal vision and external market research are essential in making the right call. You'll discover the pitfalls of changing too much too fast (hello, Tropicana disaster!), the importance of aligning internal culture with external perception, and actionable tactics for balancing your “Big B” (reputation) and “Little B” (visual identity). This episode is a must-listen for entrepreneurs, marketers, and business leaders looking for practical branding strategies that drive growth and build lasting connection.

Tune in if you want to—

• Avoid costly branding mistakes
• Confidently decide when and how to refresh your brand
• Learn how to conduct meaningful brand surveys for real insights
• Future-proof your brand while staying authentic

Main Topics Covered:

• How to know when it’s time for a rebrand or a brand refresh
• Lessons from famous rebranding failures and smart refreshes (Tropicana vs. Eggo)
• The difference between Big B (reputation, company culture) and Little B (logos, colors, visuals)
• The role of internal vision versus external market feedback in guiding branding changes
• Actionable advice for running impactful brand research and surveys
• How to smartly evolve your brand without losing customers or confusing your market
• Real-life rebranding stories from Bishop Fox (including the origin of their unique name)

Links to Additional Resources:

• Bishop Fox – Discover more about Arissa’s company
• Sneakers (1992) - Marty Bishop reference
• How Tropicana’s Rebrand Failed (Fast Company)

Ready to take your brand to the next level? Conduct a quick internal review of your brand’s vision, then reach out to your top customers and prospects for honest feedback. A fresh perspective could reveal critical opportunities for growth—or signal it’s time for your own brand refresh! And if you’re not sure where to start, revisit this episode for actionable tips and real-world inspiration.

Subscribe to Cover Brand for more insights into the world of branding and marketing. Share this episode with a friend who could benefit from these strategies, and head over to appliedbrandscience.com to dive deeper into the principles of brand science. Your success starts here!

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