The Debrief

Zuora Rebrand

by Bill Kenney

After more than a decade in business, Zuora was ready to expand its reach and needed a brand that would position it as the only choice for enterprises working to build, run, or grow a subscription solution in its industry. Former VP of Brand Experience at Zuora, Sergio Claudio, sat down with Focus Lab CEO Bill Kenney to reflect back on their work together. They discuss how brand is crucial to make people believe, the importance of a committed driver on a rebrand project of this scope, and why brand is a customer-centric investment.

See more of our work with Zuora.

0:00 - Intro
4:06 - Why does brand matter?
5:42 - How did you choose an agency for the rebrand?
18:25 - How did Focus Lab prioritize tackling their own rebrand in 2020?
24:40 - What was the most challenging part of this project?
25:31 - What was the most rewarding aspect of the project?
37:25 - Marketo Rebrand v Zuora Rebrand
41:05 - Brand Rollout
43:27 - What did the rebrand allow Zuora to do, that it couldn't do before?
47:02 - What advice would you give to someone considering a rebrand

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