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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:
- The no bullshit strategy with Alex Smith
- Brand strategy in action with Cam Varner
- Your Business Might Be Unsellable with Allie Beckmann and Alexandria Seydel
- AI, Automation and Strategy with Leland Best and Chris Troka
- The Crisis Management Playbook with Oliver Aust and Gordon Firemark
- What’s your position? with Beatrice and Elijah
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Reach out to guest speakers:Amy Heidersbach:
Melissa Eaton:LinkedIn | We Fixed It You're Welcome Podcast
Follow Beatrice Gutknecht:
LinkedIn | YouTube | Instagram | Website
Produced by Your Podcast Sidekick
