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Conquer Your Rebrand: Build a B2B Brand That Customers Love and Competitors Envy Kindle Edition

by Bill Kenney (Author) Format: Kindle Edition
4.8 4.8 out of 5 stars 57 ratings
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Your brand is the true superpower separating mediocre businesses from category leaders. If you’re ready to embark on your brand journey, unlocking the true potential of your organization, Conquer Your Rebrand sets you up for success.

Bill Kenney pulls back the curtain on every step of the branding process, including a tactical, practical breakdown of everything he’s learned over a decade in the branding trenches.

Conquer Your Rebrand is the most complete brand-building playbook you’ll ever read. It addresses the “why” of B2B branding and, more importantly, the actionable details of “how.” Know how to prepare and what to expect when embarking on your rebranding journey. Learn to recognize and avoid common pitfalls. Discover what matters most in your agency partner, how to plan for your brand rollout, and everything in between. It’s time for your brand to propel you forward, not hold you back.
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    July 11, 2023
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Editorial Reviews

Review

"I now understand why Focus Lab came so highly recommended. I've never had such super-serving from a vendor in my entire life."
—Dan Owen, Global Director of Creative and Branding, Netflix



"The line between artist and art is ethereal. You are a team of exceptionally skilled artists, but your superpower is the way you open your process to allow others in."
—David Simon, SVP Marketing, Luminate



"Focus Lab told us we would go on a journey together. It was the most delightful, creative, and collaborative team I could have wished for. Thanks to your entire team for the incredible work!"
—Sydney Sloan, CMO, Salesloft



"Focus Lab put forth a team and process that immediately laid our anxieties to rest. Their capacity to translate the complexities of our mission, identity, and value prop into a beautiful, clean, and meaningful identity was simply outstanding."
—Kent Siri, VP of Marketing, Reify Health



"You've totally spoiled us in terms of working with any other 'branding partner.' Why can't every team be like yours?"
—Marianna Noll, VP of Marketing, Kion



"What I've found over the years in brand transformation work is that branding is as much about internal transformation as it is external. While the Focus Lab team excels creatively, the real magic comes through in the partnership and process of working through the challenging discussions and continuous iterations that it takes to get to the best outcome."
—Sergio Claudio, VP of Brand Experience, Zuora

About the Author

Bill Kenney is co-founder, partner, and CEO of Focus Lab, a global B2B branding agency helping B2B companies connect with customers while leading their industries. Focus Lab's past and current clients include Marketo, Salesloft, Zuora, Braze, Outreach, LaunchDarkly, Twilio, Adobe, ASAPP, Luminate, Netflix, Shopify, and many others. Kenney is a member of the Fast Company Executive Board. He was born and raised on Martha's Vineyard, MA. He holds a BFA from the University of Tampa, FL. He enjoys running, reading, and camping and currently resides in New Jersey with his wife and son.

Product details

  • ASIN ‏ : ‎ B0C9H4N3NG
  • Publisher ‏ : ‎ Lioncrest Publishing (July 11, 2023)
  • Publication date ‏ : ‎ July 11, 2023
  • Language ‏ : ‎ English
  • File size ‏ : ‎ 1083 KB
  • Simultaneous device usage ‏ : ‎ Unlimited
  • Text-to-Speech ‏ : ‎ Enabled
  • Screen Reader ‏ : ‎ Supported
  • Enhanced typesetting ‏ : ‎ Enabled
  • X-Ray ‏ : ‎ Enabled
  • Word Wise ‏ : ‎ Enabled
  • Sticky notes ‏ : ‎ On Kindle Scribe
  • Print length ‏ : ‎ 218 pages
  • Customer Reviews:
    4.8 4.8 out of 5 stars 57 ratings

About the author

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Bill Kenney

Bill Kenney

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Bill Kenney is co-founder, partner, and CEO of Focus Lab, a global B2B branding agency helping B2B companies connect with customers while leading their industries. Focus Lab’s past and current clients include Marketo, Salesloft, Zuora, Braze, Outreach, LaunchDarkly, Twilio, Adobe, ASAPP, Luminate, Netflix, Shopify, and many others. Kenney is a member of the Fast Company Executive Board. He was born and raised on Martha’s Vineyard, MA. He holds a BFA from the University of Tampa, FL. He enjoys running, reading, and camping and currently resides in New Jersey with his wife and son.

Customer reviews

4.8 out of 5 stars
4.8 out of 5
57 global ratings
Letting go of the past, embracing the New!
5 Stars
Letting go of the past, embracing the New!
“Conquer your Rebrand” is the essential map to ascend that business mountain. I have personally been a part of two industries where “Branding” is an integral part. For 30 plus years I saw the jewelry industry transform into a designer name brand recognition game. Those who did not adopt and adapt have been forgotten no matter how good they were.I am now an active part of the Luxury Real Estate Market where not only does the company dig deep for brand recognition but the individual Realtor needs to carve out their own branding to set them apart.“Conquer your Rebrand” is not only a road map but a detailed lesson on what you can do to scale that business mountain and plant your own flag. I can’t recommend this book enough. Buy it! Do it!R. Young
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Top reviews from the United States

Scott
5.0 out of 5 stars Super honest and actionable. Awesome book!
Reviewed in the United States on March 3, 2024
Verified Purchase
My copy is filled with underlines and bookmarks. Bill has shared gold!
I appreciate the super actionable and honest way he’s laid out their approach. Ive been a fan of the team at Focus Lab and it was inspiring and helpful to get a peek behind the curtain to see the gold factory, or should I say SAUCE factory.

All that to say, if you offer branding services or you’re a business who wants to know how to make the best decisions when it comes to your brand, you should just buy it. Like now. You won’t regret it.
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KSharp
5.0 out of 5 stars This book is like having a branding guru by your side
Reviewed in the United States on April 10, 2024
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This book is a total game-changer for anyone diving into branding. Bill spills the beans on everything he's learned in the branding trenches, making it super practical and easy to digest. This book is like having a branding guru by your side, guiding you through every step of the process. Whether you're a newbie or a seasoned pro, Bill’s insights will help you avoid common pitfalls and unlock your brand's true potential. It's not just about why branding matters, but also about how to do it right. Get ready to level up your brand game!
One person found this helpful
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Christopher Santoro
5.0 out of 5 stars If you're in branding, this book will change your career.
Reviewed in the United States on March 19, 2024
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I'm writing this review as a design professional, a studio owner, and a person who really, really, REALLY wants to work at Focus Labs. (Bill Kenney, @ me).

I'm also writing this review because after reading this book, this has not only inspired me to tweak my studio's processes and methodologies within branding projects, but it's also given me the resources to better guide my clients through the process and critical decision-making.

There are a ton of books about branding out there which seem to, on average, either be 100% from the marketing side or 100% from the design side. Rarely do you get a book that truly covers both perspectives in a concise, yet highly valuable read. From a seasoned agency-vet like Bill, you get an insane amount of value without the slightest bit of pretentiousness in its tone—as every word and paragraph is written in the tone of someone really wanting to guide you.

I'm someone who admittedly doesn't have the best track record with starting and finishing books (ADHD, yay!), yet not only have I completed it, I still reference various sections to ensure I'm on the right track with how I'm guiding my clients. It's a nice and easy read from start to finish, and you come out a better professional for it.

I couldn't recommend this book more. Thank you Bill and the Focus Labs team for continuing to be an inspiration to me. Now hire me!
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Matt
5.0 out of 5 stars Bought this as a gift for a small business owner friend. He devoured the book, and then so did I.
Reviewed in the United States on December 17, 2023
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My friend's business is a few years old, and he's struggled to get to that next level after plateauing for several months now. He knows he needs to refine (or maybe completely redo?) his brand, and he wants to go about it in a mindful, focused (pardon the pun) way which leverages known best practices. This book seemed like the perfect gift.

My friend couldn't put it down. It's filled with great advice -- most of which was new to him, and some of which he kinda knew, but needed to be put into the context of an end-to-end plan of attack. He's truly excited about launching a strategy!

He raved about it so much I figured I'd read at least the first part. I work for a large company, in an area completely outside branding/marketing. That said, I read the book from cover to cover, and have taken many great suggestions which I think I can apply to my personal life. We brand ourselves every day, consciously or not.

In that context, I'd recommend this book to anyone. Great stuff!
One person found this helpful
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Danny T.
5.0 out of 5 stars An Essential Guide to Branding Success!
Reviewed in the United States on August 22, 2023
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Highly recommend to any entrepreneur or business owner who is trying to figure out where or how to start their branding process. Whether you're a novice in branding or have some experience, "Conquer Your Rebrand" offers valuable insights that will surely benefit your business.

If you've never gone through the branding process, this book is the perfect guide to discussions you should be having with yourself, your agency, and your company key stakeholders. The author skillfully unpacks the importance of branding and provides an insightful guide through your branding journey.

The writing is engaging, the advice is practical, and the wisdom contained within these pages is simply indispensable!
One person found this helpful
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Chris Blaylock
5.0 out of 5 stars Must have rebranding manual
Reviewed in the United States on December 7, 2023
Verified Purchase
It's easy to see why brands who work with Focus Labs are successful. This book provides everything you need to know to lead your company through a rebrand with the help of a good agency partner. I read this book from the perspective of a freelancer who is in the process of rebranding a small creative business. There's valuable information for how to engage with an agency in the process but also a peak into the inner workings of the rebranding work. My copy has earmarks all through it where I found great info to help me along my small rebranding journey. Great read!
One person found this helpful
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Ryan M. Paul
5.0 out of 5 stars Comprehensive playbook on the brand process
Reviewed in the United States on September 1, 2023
Verified Purchase
Conquer Your Rebrand gave a solid, comprehensive overview of what to expect when embarking on a rebrand. I come from the creative / brand agency side, so this book covered much of what I already know. But it also served as a gut-check that confirmed my own processes and methodologies. There were a few new learnings, like how clients should be involved, which internal roles they need to fill for the rebrand to be successful, and all the components they need in place. I can see this book as a valuable training tool for junior team members on the agency side to familiarize them with our process. I might also borrow bits and pieces to explain methods to my own clients. Overall, Conquer Your Rebrand offers a realistic look at the relationship between clients and agencies, and is a great reference tool for both.
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Caleb
5.0 out of 5 stars Grab your highlighter...
Reviewed in the United States on April 12, 2024
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I loved every page of this book. I think I had 90+ kindle highlights by the time I was through. Highly recommend!!
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Top reviews from other countries

Chip Martens
5.0 out of 5 stars Navigating the Rebranding Landscape with Confidence
Reviewed in Canada on August 4, 2023
Verified Purchase
As the Creative Director at a fast-growing B2B SaaS startup, and a Marketing Consultant for two others, ”Conquer Your Rebrand" has emerged as a guiding light, illuminating a path with its practical and insightful guidance.

This book isn't just a theoretical discourse; it's a hands-on manual that demystifies every stage of the rebranding journey. It offers sage advice on sidestepping common rebranding missteps and strategizing for a successful brand rollout.

In addition to my professional role as a B2B Creative Director, I also engage with audiences as an Instagram influencer for B2C brands. Kenney's insights on fostering a brand that genuinely connects with customers have been particularly enlightening, highlighting an aspect that many B2B companies often overlook.

Reflecting on my past experiences at an agency, I've seen firsthand the transformative power of a well-executed rebrand. "Conquer Your Rebrand" distills this process into an accessible and actionable format. It's a resource I wish I had stumbled upon earlier in my career, and one I'll undoubtedly refer back to.

In a nutshell, "Conquer Your Rebrand" is a comprehensive guide for anyone embarking on a rebranding journey. It’s a resource that will equip you with the tools to craft a brand that truly connects with your customers, setting you apart from competitors and positioning you as a leader in your field.

If you're a CEO or an Executive at a B2B company, I wholeheartedly recommend this book. I encourage you to delve into its pages to gain a deeper understanding of the pivotal role your brand plays.
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Chip Martens
5.0 out of 5 stars Navigating the Rebranding Landscape with Confidence
Reviewed in Canada on August 4, 2023
As the Creative Director at a fast-growing B2B SaaS startup, and a Marketing Consultant for two others, ”Conquer Your Rebrand" has emerged as a guiding light, illuminating a path with its practical and insightful guidance.

This book isn't just a theoretical discourse; it's a hands-on manual that demystifies every stage of the rebranding journey. It offers sage advice on sidestepping common rebranding missteps and strategizing for a successful brand rollout.

In addition to my professional role as a B2B Creative Director, I also engage with audiences as an Instagram influencer for B2C brands. Kenney's insights on fostering a brand that genuinely connects with customers have been particularly enlightening, highlighting an aspect that many B2B companies often overlook.

Reflecting on my past experiences at an agency, I've seen firsthand the transformative power of a well-executed rebrand. "Conquer Your Rebrand" distills this process into an accessible and actionable format. It's a resource I wish I had stumbled upon earlier in my career, and one I'll undoubtedly refer back to.

In a nutshell, "Conquer Your Rebrand" is a comprehensive guide for anyone embarking on a rebranding journey. It’s a resource that will equip you with the tools to craft a brand that truly connects with your customers, setting you apart from competitors and positioning you as a leader in your field.

If you're a CEO or an Executive at a B2B company, I wholeheartedly recommend this book. I encourage you to delve into its pages to gain a deeper understanding of the pivotal role your brand plays.
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Anita Rupova
5.0 out of 5 stars Must read for brand designers
Reviewed in the Netherlands on November 22, 2023
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As a brand designer myself I find Cinquer Your Rebrand very insightful even though the book covered what I already knew in the field. I still find it an amazing guide for anyone eager to understand the importance of rebranding, but also branding and delve into the process.

I'm a huge fan of Focus Lab and it was lovely to see how humble is Bill Kenney. It's a pleasure to learn from his experience.
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Linus Bahun
5.0 out of 5 stars Great Book if you’re interested in Branding Hands On
Reviewed in Germany on July 19, 2023
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Bill's book is one of the best on the subject that I have read so far (and my library contains about 150 books on branding). He not only describes the business case "brand" (ROI) but also describes the whole process of (re)branding from an experienced and well-founded perspective. For readers, this creates real added value because the book doesn't just stay on the surface but becomes hands on.
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Pepper mill
1.0 out of 5 stars A long, repetitive LinkedIn post pitched at winning work for the author's agency.
Reviewed in Australia on August 24, 2023
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This book was not enjoyable to read. It's full of filler; setting up what you're going to read and repeating what you just read with very little substance in between.

There's little real information to glean regarding any level of management theory. Theres few real arguments offered and no evidence of any of the promised outcomes. It's essentially just a run down of their agency's credentials with some client testimonials and little to no exploration of why one process works over another.

The author does spend a bunch of time explaining Brand Archetypes. But that tells you just about everything you need to know.

If you've ever read a LinkedIn post from someone desperate for your business, then you've read this book. Skip it.
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