Wrong Story Short: Rebrands and Knowing Your Audience

On our latest episode of “Wrong Story Short,” Braithwaite’s Allen Vickers, Joe McIntyre and Bryan Soder discuss the importance of knowing your audience.

They dig into what some brands get wrong about what their audience wants, even when they’ve spent decades talking to and marketing to these audiences. Navigating your way through a rebrand can be difficult, but Braithwaite Associate Vice President Joe McIntyre shines a light on how to make a rebrand successful.

This episode also features details from a recent Long Story Short highlighting the importance of a customer’s experience with a company and how, for some companies, that experience includes what the brand smells like.

What’s in this episode:

0:00 – Introduction
1:18 – In the news – the San Jose Sharks’ Juneteenth social media misstep
3:50 – What works about Victoria Secret’s rebrand
8:30 – The right way to re-purpose a podcast
11:15 – Long Story Short Insights – What Does Your Brand Smell Like?