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Rebranding for Humans, by Humans with Mary Catharine Grau
Manage episode 432929645 series 3570676
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What’s in a name?
Contrary to Shakespeare’s iconic line, names matter.
In 2020, the consultancy founded under Katz, Sapper & Miller decided it was time for an identity all its own.
But rather than thinking about what would “sell,” it instead focused on what was true.
On this episode of Rezzer Rewind, rebrand pioneer Mary Catharine Grau shares why the Resultant brand was developed to reflect Rezzers, rather than attract customers.
You’ll hear:
How Mary Catharine applied Resultant’s problem-solving approach to the brand
Why a prospective name was a total bust
A little-known story of how the rebrand almost didn’t happen
Find Mary Catharine Grau on LinkedIn: https://www.linkedin.com/in/marycatharinegrau/
[02:06 - 05:53] Meet Mary Catharine Grau, consultant and Resultant’s first marketer
[06:54 - 10:03] Pivotal pieces of the new brand
[10:04 - 13:08] Why a brand is the outward reflection of values
[13:11 - 15:56] How we knew it was time to “be ourselves”
[16:00 - 19:21] A “people-centric” approach to rebranding
[19:22 - 22:17] What’s in a name?
[22:17 - 25:31] Why branding for an external audience misses the point
[25:34 - 27:37] How a hiccup caused a difficult but necessary pivot
[27:44 - 31:25] Resultant: deeply technical AND deeply human
[31:29 - 37:26] Mark & Kate’s takes: making the brand your own as it evolves
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