Episode
How to Navigate a Rebrand with Clare Schmitt
- Published
- Feb 26, 2026
- Duration seconds
- 1876
- Processing state
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- https://share.transistor.fm/s/34de0855
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Summary
#333 | Dave is joined by Clare Schmitt , a seasoned marketing leader and a member of our CMO community, to walk through what it actually takes to lead a rebrand at a mid-market B2B company. Clare shares how she partnered with her CEO to drive a full rebrand, from hiring a naming agency and running an RFP, to managing a small decision-making council, rolling out the new brand across every department, and measuring success post-launch. If you're a marketing leader thinking about a rebrand, this episode is a practical, top to bottom playbook from someone who just did it. Timestamps (00:00) - Why rebrands come up and what this episode covers (03:55) - Clare's role at Piedmont Global and how the rebrand got started (06:10) - Should you hire a naming agency? What it costs and what they actually do (09:38) - Running an RFP and why they chose Focus Lab (10:24) - Why the CEO has to own the rebrand go-to-market (12:00) - Keeping the decision-making council small and who was in it (18:45) - How to get CEO buy-in: framing a rebrand as infrastructure, not a marketing initiative (21:22) - Timeline: how long a rebrand actually takes ($50M+ companies) (23:04) - The rollout: project management, execution, and building the website internally (25:01) - Measurement, post-launch QA, and tracking whether your narrative is sticking Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter Learn more about Exit Five's private marketing community: https://www.exitfive.com/ *** Brought to you by: Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive , or check out the MCP server by clicking this link. Vector - A contact-level ads pla…