Exploring the Decision to Rebrand from the CMO Perspective with Michael Londgren of Responsive
Michael Londgren is a hyper-growth CMO with an impressive resume that includes Apple, Adobe, Blue Martini, Docusign, Nasdaq, and Seismic. Most recently, he became the CMO at Responsive, formerly RFPIO. Michael explains his reasoning to drive this big rebrand. A company name needs to be memorable and encompass their value proposition. The rebrand went much deeper than a name change, he also recognized a need to align the sales team. Change can be scary, so careful planning and execution were key. 0:00 Intro1:36 Episode starts5:12 Michael’s background6:50 Proposing a rebrand10:45 Timing, vision, alignment13:35 Listen to sales team16:10 Choosing “Responsive”19:35 Internal to external activation24:10 Roadblocks and goals of rebrand30:33 OutroCheck out The State of the B2B Podcast Listener report: Exclusively on The Juice Sign up for Modern Day Marketer (the newsletter)Follow Michael: LinkedIn | Responsive Follow The Juice:| Website | Blog | Twitter | LinkedInFollow Brett:| Twitter | LinkedIn