How Marketers Avoid Costly Rebrand Mistakes With Smarter Brand Repositioning
with Kathryn Vargas, Global Product Marketing Leader
Audio Only
Episode Description
Learn how slowing down reveals customer insights that make messaging stick, aligns teams, and transforms research into results. We share proven frameworks to avoid the speed trap and build lasting brand impact.
Listen & Learn
- The most common mistakes brands make when they bypass customer research, and why these mistakes happen despite historical lessons.
- The clear difference between “rebranding” and “repositioning,” and why do so many marketers confuse these concepts.
- How to know it’s time for a brand to consider repositioning, and how companies can recognize those signals in their own organizations.
- The practical steps marketers can take to resist the “speed trap” and encourage their stakeholders to value research and insights.
- Reflecting on the “New Coke” launch and the most common mistakes brands make when they bypass customer research.
- Tips for building conversations for strategic alignment.
- The framework for insights-driven repositioning.
- Brand health isn’t measured by web traffic or MQLs. True culture leaders look at awareness, sentiment, and trust. Quantitative AND qualitative insights will always give you the real story.
- How to deploy a “pulse check” of brand health, including awareness, sentiment, and customer perception.
Guest Bio
Kathryn Vargas is a global product marketing leader specializing in marketing insights, storytelling, and go-to-market strategy and launch. She has led B2B and B2C product marketing in industries from food and beauty to banking and cybersecurity at large companies and startups, including Intuit, Kount (Equifax), Backbase, Rubio’s Restaurants, and Tria Beauty. She has created differentiated stories and executed go-to-market launches for innovative products and partnerships to elevate brand presence and increase market awareness, propelling 25-50% YoY growth and global expansion.
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