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How To Successfully Brand or Rebrand a Company
 
18:34
To refresh a brand or take on a total brand transformation -- that is the challenge many businesses face. In this week's episode of Branding Business, RiechesBaird President Ray Baird sits down with Pegasystems CMO, Grant Johnson to explore the steps companies must take when they are going through an initial branding or rebranding effort.
Views: 10592 BrandingBusiness
Laura Ries on Visual Branding
 
30:51
The daughter of positioning pioneer, Al Ries, Laura Ries is President of Ries & Ries, a best-selling author and a sought after branding analyst for many prominent media outlets. Following the passion for branding held by her father, Laura Ries has helped many large corporations build their brand by narrowing their focus and owning a word in the customers mind. In this week's episode of Branding Business, Ryan Rieches sits down with Laura Ries to explore the content of her latest book, Visual Hammer.
Views: 2496 BrandingBusiness
Sonic Branding: Adding the Audible Component to Your Brand Strategy
 
18:35
In this episode of Expert Opinion, BrandingBusiness Founding Partner Ray Baird talks with Joel Beckerman, Founder and Lead Composer at ManMade Music. Sonic branding has become an integral piece in a comprehensive brand strategy, creating an experience that establishes an emotional connection.
Views: 885 BrandingBusiness
Digital Branding From Google’s Perspective
 
25:46
Andrew Leonard, Agency Development Manager at Google, talks with Ryan Rieches about micro moments and what companies like Home Depot, Red Roof Inn and esurance are doing to take advantage of these marketing opportunities. The two also discuss the growing importance of mobile, VR and the future, and how video continues to be a useful and effective tool for marketers.
Views: 349 BrandingBusiness
JayBaer Youtility
 
16:32
BrandingBusiness Founder Ryan Rieches speaks with Jay Baer, author of Youtility: Why Smart Marketing is About Help Not Hype. Listen as Jay shares his thoughts on content marketing, using social media to effectively share your content, and the benefits of sharing “helpful” content to build relationships and your brand.
Views: 56 BrandingBusiness
The Business of Nonprofit Branding
 
27:24
The leadership and stakeholders connected to The Volunteer Center of Orange County were confused as to what the non-profit organization stood for -- they were unable to clearly articulate the purpose of their organization and the benefits they provided to the community. The organization knew they needed to take the necessary steps to undergo a transformation in order to express their story, vision and purpose effectively. In this week's episode of Branding Business, Ray Baird sits down with Dan McQuaid, CEO of OneOC, to discuss the critical steps the non-profit took to rebrand itself. From getting buy-off from their board to how the non-profit engaged their internal and external audiences, Dan and Ray explore the strategic process that helped to increase the awareness and perception of this valuable organization.
Views: 138 BrandingBusiness
Branding Business - The Rebranding of a Legacy Healthcare Organization
 
32:25
There is a lot that goes into the rebranding of a 135-year-old legacy healthcare organization. In this episode of Branding Business, RiechesBaird CEO Ryan Rieches explores this process with Carol Keese, the VP of Marketing, Brand Positioning and PR at Children's National Health System — one of the nation's leading pediatric care organizations.
Views: 242 BrandingBusiness
The Value of a Brand in M&A
 
15:58
In this day and age and during challenging economic times, brand value plays a crucial role when it comes to how investment firms work with companies during mergers and acquisitions. In this week's episode of Branding Business, Ryan Rieches sits down with Tracy Albert — Managing Director for the Los Angeles office of Houlihan Lokey, an international, advisory-focused investment bank, ranked by Thomson Reuters as the No. 1 M&A advisor for U.S. transactions under $1 billion in 2010 and the No.1 global M&A fairness opinion advisor over the past 10 years.
Views: 159 BrandingBusiness
Healthcare Branding
 
58:30
In this episode, Ryan Rieches sits down with members of the Hoag executive team, namely CEO Dr. Rick Afable, to discuss how and why Hoag's brand has evolved in recent months. As a prominent healthcare provider to those in the Orange County area for the past 50 years, Hoag is a well established name in the community and shifting from a hospital to a healthcare organization was not an achievement that was reached overnight.
Views: 500 BrandingBusiness
Creating the Total Customer Experience with Joseph Michelli
 
30:20
In this week's episode of Branding Business, RiechesBaird CEO Ryan Rieches talks with Dr. Joesph Michelli, President & Founder of The Michelli Experience, about how brands go about creating the total customer experience.
Views: 250 BrandingBusiness
What Brands Look For In A Marketing Partner
 
26:00
What are the attributes clients look for in a marketing partner? How important is brand positioning to a marketing team? In this week's episode of Branding Business, RiechesBaird CEO Ryan Rieches explores these topics and more with Tim Williams, the founder of Ignition -- a consulting firm dedicated to helping marketing agencies create and capture more value for themselves and their clients.
Views: 35 BrandingBusiness
Building an Effective Brand for the Investment Community
 
16:57
Jeff Majtyka, President of JM Strategic Communications Group, works with companies to connect their communications strategy to their business objectives. In this episode of Expert Opinion, he talks with Andrea Fabbri, Managing Director of BrandingBusiness’ New York office. The two discuss how investor views about brands have changed over the years, and how brands can use this information to build trust and longevity with both investors and customers.
Views: 52 BrandingBusiness
BB What is Employer Branding
 
02:58
Ryan Rieches, Founding Partner at BrandingBusiness, discusses the topic of Employer Branding and how it’s more relevant to B2B companies now than ever. Motivated and engaged employees actively take part in building and professing your brand. It’s the job of the Employer Brand (and how it’s infused throughout the organization) to create and retain those brand champions.
Views: 45 BrandingBusiness
Visioning and Branding of an Educational Institution
 
24:47
In recent years, many universities have taken the necessary steps to further define their brands in an effort to clarify who they are and prove the value they provide to their internal and external stakeholders. In this week's episode of Branding Business, Ryan Rieches sits down with Gary Brahm, Chancellor and CEO of Brandman University, formerly Chapman University College, to discuss the process the educational institution took to differentiate itself amongst more nontraditional students yet still associate the brand with the established Chapman University system.
Views: 436 BrandingBusiness
Branding A Merger Of Equals
 
17:58
Backed by Private Equity firm Lariat Partners, two former rivals, LaMi Products and ATA Retail Solutions, merged to become Jacent, a newly formed force in grocery store merchandising. BrandingBusiness Founding Partner Ryan Rieches is joined by Jacent CEO, Michael Dion to talk about the challenges in bringing together two industry leaders as one company. Aligning both cultures and operations, the naming question, and the opportunities and challenges associated with the process are highlights in this edition of Expert Opinion.
Views: 12 BrandingBusiness
Brand Strategist Ryan Rieches Helps Companies Grow
 
00:49
Ryan Rieches, a founder of RiechesBaird, an award-winning brand strategy agency, discusses his vision for helping companies achieve top brand positioning. Contact RiechesBaird.com [email protected] 949.586.1200
Views: 130 BrandingBusiness
Expert Opinion BrandingBusiness Forum: AMN Healthcare Branding Lessons
 
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Founding Partner Alan Brew discusses business strategy and brand strategy with Wendy Newman, Senior Vice President of Corporate Marketing at AMN Healthcare. Numerous acquisitions coupled with organic growth and constant changes in the healthcare arena led AMN Healthcare to re-evaluate their brand and how to position the organization for future success.
Views: 189 BrandingBusiness
Innovation Methodology to Drive Differentiation and Growth
 
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Bennet Bayer, Global CMO for Huawei, the largest telecommunications equipment maker in the world, talks with BrandingBusiness’ Director of Strategy in New York, Andrea Fabbri. The two discuss innovation and marketing principles with real-life examples from Mr. Bayer’s extensive experience with some of the top B2B brands.
Views: 179 BrandingBusiness
World Renowned Illustrator Paul Wearing Shares Creative Process Working with B2B Brands
 
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Founding Partner of Design at BrandingBusiness, Michael Dula, speaks with world-renowned designer Paul Wearing. The two discuss art, and what it is like to work with both B2C and B2B clients from the start of a project through the final vision.
Views: 102 BrandingBusiness
Naming and Logo Identity: The Creative Process
 
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This week's episode of Branding Business brings two great creative minds together to discuss the foundations, challenges and trends in naming and logo development. Drew Letendre and Michael Dula have worked on world-renowned brands such as American Airlines, Villeroy & Boch, Avery Dennison and Nike, just to name a few.
Views: 794 BrandingBusiness
Branding Business - IBM: 100+ Years of Maintaining an Enduring Brand
 
32:59
In this episode of Branding Business, RiechesBaird CEO Ryan Rieches sits down with Michele Grieshaber, Vice President of Demand Programs for IBM North America to discuss how IBM has maintained such a strong brand identity and value over time. Grieshaber talks to how IBM has transformed their business and their brand strategy to appeal to the IBMer and their needs.
Views: 398 BrandingBusiness
Branding Business - Best Practices for Branding a Merger
 
29:52
In this episode of Branding Business, Ryan Rieches, CEO at RiechesBaird, interviews Alan Chapple, Director of Corporate Communications at Axiall Corporation — the newly formed company post the merger of Georgia Gulf and the commodity chemicals division of PPG — to discuss best practices for branding, launching and communicating a merger of equals.
Views: 315 BrandingBusiness
Impact of Technology on Brand Building
 
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Andrea Fabbri, Director of Strategy for BrandingBusiness’ New York office, talks with Andy Jacobs, Technology & Digital Marketing Officer, about the impact and integration of technology in marketing and the impact on the agendas of CMOs, CTOs and CIOs.
Views: 115 BrandingBusiness
Rebranding a Service Organization
 
26:21
In this episode of Branding Business, Ryan Rieches, Co-Founder at RiechesBaird, talks with David Krajanowski, partner at SingerLewak -- a leading regional accounting firm -- about how RiechesBaird and SingerLewak worked together to help define the firm's brand promise, develop their tagline and come up with a name that would resonate with clients and prospects.
Views: 105 BrandingBusiness
International Branding
 
46:26
Managing a brand internationally is a challenging task and one that requires special considerations and tactical expertise. Here to discuss these challenges are two individuals deeply rooted in the global representation of their B2B, international brands. First, we speak with Steve Holley, Director of Global Development at Oakley, and find out how creating partnerships with retailers around the globe, along with proper marketing tools and training, ensures the success of the brand in international markets. In the second half of our show, we talk with Constantin von Boch (Director of Marketing & Sales in the US and Canada for Villeroy & Boch) about bringing this 260+ year old European business into the US. Tune in now and let us know your thoughts in the comments.
Views: 489 BrandingBusiness
PR and Branding: How the Two Work Together
 
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RiechesBaird President and Co-Founder Ray Baird talks with Derek Creevey, Executive Vice President at Edelman, to discuss how today's media environment and customer demands are ever-evolving and how PR practitioners should be influencing policy and brand strategies for their clients.
Views: 53 BrandingBusiness
Global Branding Needs of B2B Companies
 
29:28
As B2B companies continue to expand into global markets, the need for a unified brand and business strategy is increasingly important. BrandingBusiness Founding Partner Ryan Rieches talks with Gravity Global CEO and Founding Partner BrandingBusiness EMEA, Mark Lethbridge. The two discuss this need, the effects of BREXIT, and opportunities and challenges facing B2B companies.
Views: 149 BrandingBusiness
The ABCs of B2B Social Selling
 
26:52
With new technologies and new channels, the buying process has changed. The data shows that sales people who engage prospective buyers via social channels close more sales. In this episode of Expert Opinion, Jill Rowley - acclaimed by Forbes as one of the world's top social sellers - sits down to explain why social is such a vital role in the sales funnel and how B2B brands should approach social selling.
Views: 195 BrandingBusiness
How to Prepare a Brand for Success During the M&A Process
 
23:25
A successful merger or acquisition is usually the result of a shared vision, a differentiated brand and an aligned culture. Unfortunately, the majority of mergers and acquisitions fail. In this episode of Expert Opinion, Rob Follows, Founder and CEO of STS Capital Partners, talks with BrandingBusiness Founding Partner Ryan Rieches about the different types of buyers, the importance of a strong brand, and the best ways to position and prepare your company for a successful merger or acquisition.
Views: 53 BrandingBusiness
Connecting Brand Promise With Primary Audiences
 
25:01
In this episode of Branding Business, RiechesBaird CEO Ryan Rieches talks with Michelli on the power of passion behind a brand promise. Not just limited to a consumer experience, this passion is equally important in the B2B model that Starbucks has used to extend the brand beyond traditional retail environments.
Views: 22 BrandingBusiness
Exploring the Greatest Business Decisions of All Time
 
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RiechesBaird CEO Ryan Rieches interviews the "growth guy" Verne Harnish — author, business consultant and entrepreneur — about his latest book, The Greatest Business Decisions of All Time. Rieches and Harnish discuss growth opportunities for brands based on key global trends and they also examine influential business leaders who made extreme decisions that have forever impacted the business landscape.
Views: 89 BrandingBusiness
How to Become and Stay a Market Leader
 
19:38
Launched as a start-up 20 years ago, Iron Grip Barbell Company quickly became the market leader in the free weight category. Co-founder Michael Rojas talks with BrandingBusiness’ Ryan Rieches to talk about design innovation, maintaining relevance and the benefit of keeping production in the USA.
Views: 51 BrandingBusiness
Renaming an Established, Successful Corporate Brand
 
24:15
In this week's radio show Rose explains how MedAssurant went through a holistic brand evaluation to understand how the brand was currently being perceived in the healthcare marketplace, and how RiechesBaird guided them through the process of changing their name and introducing it both internally and externally.
Views: 62 BrandingBusiness
IBM: 100+ Years of Maintaining an Enduring Brand
 
32:59
In this episode of Branding Business, RiechesBaird CEO Ryan Rieches sits down with Michele Grieshaber, Vice President of Demand Programs for IBM North America to discuss how IBM has maintained such a strong brand identity and value over time. Grieshaber talks to how IBM has transformed their business and their brand strategy to appeal to the IBMer and their needs.
Views: 124 BrandingBusiness
Transforming the Xerox Perception
 
22:24
Transforming a legacy brand means transforming the ways in which an organization engages with consumers. In this episode of Expert Opinion, Founding Partner Alan Brew sits down with Jason Bartlett, Xerox Global VP of Digital Marketing, to explore how Xerox is reinventing itself and changing long-standing perceptions of the brand through a forward-thinking and consumer-focused content marketing strategy.
Views: 81 BrandingBusiness
Branding A Merger of Four Companies Into An Industry Leader
 
28:00
After Private Equity acquired four industry counterparts of similar size, the combined entity became Verizon’s largest retail partner. To bring together four distinct cultures, the new company needed a strategic partner to help them unite under a new employer brand and company name. In this episode, BrandingBusiness Founding Partner Ryan Rieches talks with Michael Moore, Chief Experience Officer at Victra, the newly created brand. The two walk us through the complete rebranding process, from acquisition to launch, and discuss the significance of research, employee involvement, and the value of culture driving the brand expression.
Views: 18 BrandingBusiness
The Role of Research in Branding
 
50:33
In many important ways, market research can and will drive how a brand must be defined to ensure success. In this episode of Branding Business, Alan Brew interviews two key professionals in the field of research. Bill MacElroy is the President of Socratic Technologies, a research firm specializing in online outreach, and Chris St. Hilaire is President of M4 Strategies and the author of the acclaimed book '27 Powers of Persuasion.'
Views: 91 BrandingBusiness
Best Practices for Branding a Merger
 
29:51
In this episode of Branding Business, Ryan Rieches, CEO at RiechesBaird, interviews Alan Chapple, Director of Corporate Communications at Axiall Corporation — the newly formed company post the merger of Georgia Gulf and the commodity chemicals division of PPG — to discuss best practices for branding, launching and communicating a merger of equals.
Views: 101 BrandingBusiness
Private Equity’s View on Branding a Portfolio Company
 
24:51
BrandingBusiness Founding Partner, Ryan Rieches talks with Kelly Ford Buckley, CMO and Partner at Edison Partners, about how private equity firms use brand strategy for their portfolio companies. The two share insights on the recent rebranding of BFS Financial, and the importance of brand strategy and research in the endeavor.
Views: 106 BrandingBusiness
Branding Business - Rebranding a Service Organization
 
26:20
In this episode of Branding Business, Ryan Rieches, Co-Founder at RiechesBaird, talks with David Krajanowski, partner at SingerLewak -- a leading regional accounting firm -- about how RiechesBaird and SingerLewak worked together to help define the firm's brand promise, develop their tagline and come up with a name that would resonate with clients and prospects.
Views: 247 BrandingBusiness
Millenials: How to Create Mutual Success for this Next Generation of Leaders
 
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Millennials are one of the largest generations in history. They’ve grown up in a time of rapid change which has influenced their perspectives, priorities, and expectations. BrandingBusiness Founding Partner Ryan Rieches talks with Dan Negroni, Founder and CEO at Launchbox, a firm dedicated to empowering individuals and organizations with skills to create success with our next generation of leaders. The two discuss the importance of shifting mindsets, finding your purpose, and the steps to developing your personal brand.
Views: 23 BrandingBusiness
Branding Business - Operationalizing Your Brand
 
16:19
In this episode of Branding Business, Ray Baird, Founder at RiechesBaird, talks with Denise Lee Yohn — branding consultant to such brands as Sony, Frito-Lay and New Balance — about how companies can operationalize their brands to grow their business.
Views: 232 BrandingBusiness
Innovation is Critical to Maintaining Brand Leadership
 
24:40
For brands to remain top of mind, relevant, and increase sales, they must be innovative and create that "must have" factor. Brands that ignite a spirit of disruptive innovation place themselves at a huge advantage over their competition. In this week's episode of Branding Business, RiechesBaird Principal Alan Brew sits down with well-known author and branding guru, and Vice Chairman of Prophet, David Aaker, who shares examples of brands that have displayed such innovation and have left their competitors in the dust.
Views: 73 BrandingBusiness
Rebranding a 100-Year-Old Company
 
24:20
Established in 1909 as a window-cleaning company, ABM has since evolved, expanding its service offerings and global capabilities. After 100-years in business, it was time for ABM to rebrand itself and bring relevance back to its positioning in the marketplace. In this show, we hear from Brett Knox, Senior VP of Marketing at ABM, as he shares his thoughts on the critical mindset, the delicate process and the absolute essentials that go into the rebranding of an established company like ABM.
Views: 117 BrandingBusiness
Branding Business - Branding a Division of a Multi-Billion Dollar Company
 
22:51
In this episode of Branding Business, Ryan Rieches, Co-Founder at RiechesBaird, talks with Larry Levine, the VP of Sales and Marketing at Teledyne Controls - a division of Teledyne Technologies Inc. - about how RiechesBaird and Teledyne worked together to develop a brand position unique to Teledyne Controls, but complementary to the brand identity of the larger Teledyne Technologies Inc.
Views: 102 BrandingBusiness

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