EP 18: Rebranding a Business – The Good, the Bad, and the Ugly (ft. Jen Gray)

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Thank you to Recharge for sponsoring the pod. Trusted by over 20,000 brands, Recharge is the #1 platform for your ecommerce subscription needs.Learn more at http://recharge.asompod.com/

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Get ready to uncover the secrets of successful rebranding in this tell-all episode of The ASOM Pod! 

Join industry powerhouses Jimmy Kim (CIO and Founder of Sendlane), John Roman (CEO & Co-Founder of BattlBox), Amer Grozdanic (CEO & Co-Founder of Praella), and Bryan MacDonald (Director of eCommerce at Oma's Pride), alongside special guest Jen Gray, SVP of Marketing at Recharge, as they pull back the curtain on what it really takes to transform a brand. From navigating financial literacy to adapting to fast-changing market dynamics, this episode is bursting with real talk and juicy insider tips.


Listen in as the team:

* Spills the tea on how to make your rebrand truly resonate with new audiences

* Breaks down what Abercrombie did right and where JCPenney went oh-so-wrong

* Shares the game-changing strategies for positioning products

* Reveals how to turn customer feedback into rebrand fuel

* Discusses the tricky balance between preserving brand legacy and embracing fresh, modern vibes

* Dives into the nitty-gritty of leadership challenges during a rebrand—prepare for some hard truths

* Debates the must-haves for aligning your team and keeping everyone hyped about the new direction


Whether you're knee-deep in a rebrand or just thinking about shaking things up, this episode has the insights you didn’t know you needed. Expect stories, laughs, and a few “we’ve been there” moments. Don’t miss out—hit play and get ready to rethink your brand game!

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00:00 Post-Commerce Roundtable Reactions

00:44 Welcome to the ASOM Pod

01:12 Introducing the Hosts and Special Guest

01:46 Jen Gray on Rebranding and Marketing

02:53 Deep Dive into Rebranding Strategies

04:08 Challenges and Insights in Rebranding

07:21 The Importance of Mission and Connection

21:34 Bryan’s Rebranding Journey with a Family Business

27:18 Building Personal Connections in Branding

27:56 Transitioning from a Restricted Industry to Pet Food

28:22 Challenges with Farmer's Dog

29:17 Rebranding Strategies and Success Stories

35:09 Abercrombie's Major Rebrand

39:56 JCPenney's Failed Rebrand Attempt

46:33 Tips for Successful Rebranding

52:07 Conclusion and Wrap-Up

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Follow Jimmy Kim at: X: https://www.twitter.com/yojimmykim

Linkedin: https://www.linkedin.com/in/yojimmykim

IG: https://www.instagram.com/@yojimmykim

Tik Tok: https://www.tiktok.com/@yojimmykim

Follow Bryan MacDonald at:

X: https://www.twitter.com/bryanomaspride

LinkedIn: https://www.linkedin.com/in/bryan-macdonald-ct

IG: https://www.instagram.com/@anythingbutasalad

Tik Tok: https://www.tiktok.com/@anythingbutasalad

Follow John Roman at:

X: https://www.twitter.com/@JohnMRoman

Linkedin: https://www.linkedin.com/in/john-roman/

IG: https://www.instagram.com/@johnnyromes

Tik Tok: https://www.tiktok.com/@johnmroman

Follow Amer Grozdanic at:

X: https://www.twitter.com/@AmerGrozdanic

Linkedin: https://www.linkedin.com/in/amer-grozdanic

IG: https://www.instagram.com/@amergrozdanic

Tik Tok: https://www.tiktok.com/@amergrozdanic

Contact us at hello@asompod.com for sponsorships, appearance requests, interviews, or general information!

Subscribe to our newsletter! We drop weekly hot takes, totally unfiltered. Join us at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://asompod.com⁠⁠⁠⁠⁠⁠⁠⁠