How to launch a rebrand — Tim Washburn // Harkey Group
Tim Washburn
Harkey Group
- Part 1Rebranding the Harkey Group — Tim Washburn // Harkey Group
- Part 2 How to launch a rebrand — Tim Washburn // Harkey Group
Show Notes
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03:31Keys to success in a successful relaunch and rebrandA successful relaunch or rebrand achieves its specific goals. For The Harkey Group, the launch was done in an attempt to create clarity about the number of agencies and their connection, as well as simplify its corporate identity.
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05:20Deciding on a rebrandDeciding to rebrand requires having a clear problem to solve or a big goal to achieve. Successful rebranding demands meticulous planning, a dedicated team with clear ownership, and ongoing optimization for long-term success.
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09:48The necessary negotiation of timelines between CEOs and marketersBalancing the ambitious drive for faster results with the need for allowing proper timelines for deliverables is a necessary negotiation between marketers and CEOs. This negotiation, once established, becomes functional and can produce great results.
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13:28Common mistakes in rebranding and how to avoid themThroughout the process of rebranding or repositioning a company, the most significant pitfall is losing objectivity. It is crucial for those driving the rebrand to remain objective or bring in objective parties to provide insights and help them make the right decisions.
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21:17AI and the enduring value of human creativity in marketingGenerative AI will drive transformational change in marketing and beyond, but humans will grow bored with AI-generated content. As a result, a balance will be sought between AI and human content, as evidenced by the disclaimers on articles from major publications like WSJ and NYT.
Quotes
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"Rebranding is a huge decision to make. So, if you're going to rebrand, it's going to be to solve a very big problem or to achieve a really big goal." - Tim Washburn
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"As soon as AI figures out how to generate everything we ever need to see, we'll start getting bored with what AI can create, and start getting thirsty for what humans can create." - Tim Washburn
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"A lot of major publications, Wall Street Journal, New York Times, are now letting people know as the article comes out, this was by a human not AI." - Tim Washburn
- Part 1Rebranding the Harkey Group — Tim Washburn // Harkey Group
- Part 2 How to launch a rebrand — Tim Washburn // Harkey Group
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Part 1Rebranding the Harkey Group — Tim Washburn // Harkey Group
Tim Washburn, Chief Creative Officer with The Harkey Group, talks about the rebrand of The Harkey Group. Over the last 20 years, the advertising industry has grown increasingly complex, creating a high demand for specialized agencies. Instead of pursuing a one-size-fits-all approach, the idea of forming a holdings group with related specialized agencies has gained prominence and players like Harkey Group are taking full advantage. Today, Tim discusses rebranding The Harkey Group.
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Part 2How to launch a rebrand — Tim Washburn // Harkey Group
Tim Washburn, Chief Creative Officer with The Harkey Group, talks about the rebrand of The Harkey Group. Rebranding is a significant undertaking that can lead to powerful transformations for your business. However, the rebrand is just the beginning as long-term success requires a well-thought-out plan for ongoing optimization and growth. Today, Tim discusses how to launch a rebrand.
