In this episode of Beyond the Billboard, Greg Wise flies solo as he interviews Bill Kenney, CEO and partner at Focus Lab - a branding agency helping organizations become their boldest, most original selves. Join them as they dive into the power of brand as a business pillar, the shift from performance-only marketing, and why a strong brand foundation delivers compounding returns beyond what performance marketing alone can achieve.

Bill shares insights from his 15+ years of experience working with venture-backed B2B businesses and high-growth startups, explaining why brand is more than just visual identity - it's the entire experience customers have with your company.

Key Topics Discussed:

The evolution from performance-only marketing to brand-focused strategies

Why brand is a business pillar, not just a marketing expense

What "brand" really encompasses beyond visual identity

How to tell when a company is truly ready for a rebrand

Success stories of transformative brand projects

🕒 TIMESTAMPS:
00:00 - Introduction and welcome
03:01 - Bill's background and Focus Lab's evolution
03:31 - The shift from performance marketing to brand focus
06:01 - What brand really encompasses beyond visual identity
10:55 - The types of companies that need brand work
13:15 - Signals that companies are ready for rebranding
16:41 - Notable brand transformation successes
25:55 - The importance of internal alignment on brand
27:09 - Thoughts on out-of-home advertising's role in branding
30:24 - Bill's book: "Conquer Your Rebrand"

🔥 "Brand is not a marketing expense. It's a business pillar." - Bill Kenney

If you're wrestling with how to balance performance marketing with brand building, this episode provides valuable insights on creating a foundation that delivers long-term, compounding returns for your business.

👍 Like, subscribe, and share your thoughts in the comments! How are you balancing brand and performance in your marketing strategy?