Repositioning Without Losing Customers | Amy Heidersbach & Melissa Eaton

Your brand needs to evolve. But what if you lose the customers who got you here?

Customer experience leader Melissa Eaton and five-time CMO Amy Heidersbach have both guided businesses through repositioning without alienating loyal customers.

Amy led marketing at PayPal and Visa, scaling a business unit to $1.2 billion. Melissa solves complex business problems by seeing patterns others miss.

Most companies treat repositioning like a marketing project. New logo, new tagline, done. But your marketing team can't fix what's broken in operations. Your sales team can't sell a story your product team hasn't bought into.

This episode covers:

• When to reposition (and when to ignore the noise)
• Why product, operations, finance, and HR need to be at the table
• Brand continuity vs. consistency (Amy's controversial take)
• Using employees and customers to carry your message
• Measuring success without optimizing the wrong metrics

This one is perfect for business owners ready to evolve without losing what's working.

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Find gaps in your brand health and performance in 5 minutes with ⁠⁠⁠⁠⁠The Brand Health Audit⁠⁠⁠⁠⁠.

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06:06 Repositioning Without Losing Customers

10:35 Common Mistakes in Rebranding

32:02 Engaging Customers in the Rebranding Process

43:25 Understanding Core Customers and Personas

46:59 Localized Marketing Strategies Across Borders

54:55 Measuring Success in Repositioning Efforts

59:26 How Digital Transformation affects Brands

01:04:34 Recognizing and Addressing Repositioning Failures

01:10:29 The Limits of Branding in Solving Business Issues

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5 episodes to binge on:

1. ⁠⁠⁠⁠The no bullshit strategy⁠⁠⁠⁠⁠ with Alex Smith
2. ⁠⁠⁠⁠Brand strategy in action⁠⁠⁠⁠⁠ with Cam Varner
3. ⁠Your Business Might Be Unsellable⁠ with Allie Beckmann and Alexandria Seydel
4. ⁠⁠⁠AI, Automation and Strategy⁠⁠⁠ with Leland Best and Chris Troka
5. ⁠The Crisis Management Playbook⁠ with Oliver Aust and Gordon Firemark
6. ⁠⁠⁠⁠What’s your position?⁠⁠⁠⁠ with Beatrice and Elijah

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Reach out to guest speakers:Amy Heidersbach:

LinkedIn

Melissa Eaton:LinkedIn | We Fixed It You're Welcome Podcast

Follow Beatrice Gutknecht:

⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠

Produced by ⁠⁠⁠⁠⁠Your Podcast Sidekick