Exploring the Decision to Rebrand from the CMO Perspective with Michael Londgren of Responsive

<p class="tourial-last-focused">Michael Londgren is a hyper-growth CMO with an impressive resume that includes Apple, Adobe, Blue Martini, Docusign, Nasdaq, and Seismic. Most recently, he became the CMO at Responsive, formerly RFPIO. Michael explains his reasoning to drive this big rebrand. A company name needs to be memorable and encompass their value proposition. The rebrand went much deeper than a name change, he also recognized a need to align the sales team. Change can be scary, so careful planning and execution were key.</p><p class=""> </p><p class="">0:00 Intro</p><p class="">1:36 Episode starts</p><p class="">5:12 Michael’s background</p><p class="">6:50 Proposing a rebrand</p><p class="">10:45 Timing, vision, alignment</p><p class="">13:35 Listen to sales team</p><p class="">16:10 Choosing “Responsive”</p><p class="">19:35 Internal to external activation</p><p class="">24:10 Roadblocks and goals of rebrand</p><p class="">30:33 Outro</p><p class=""><br></p><p class=""><span style="color: rgb(55, 65, 81);" class="">Check out </span><em style="color: rgb(55, 65, 81);">The State of the B2B Podcast Listener </em><span style="color: rgb(55, 65, 81);">report:&nbsp;</span><a href="https://app.thejuicehq.com/content/iDBYabKrzobM35zpqY5NXwNG" target="_blank" style="color: rgb(55, 65, 81);">Exclusively on The Juice </a></p><p><a href="https://www.thejuicehq.com/modern-day-marketer" target="_blank" style="color: blue;">Sign up for Modern Day Marketer</a><span style="color: rgb(55, 65, 81);">&nbsp;(the newsletter)</span></p><p><br></p><p class=""><span style="color: rgb(55, 65, 81);" class="">Follow Michael: </span><a href="https://www.linkedin.com/in/michaellondgren/" target="_blank" style="color: rgb(55, 65, 81);">LinkedIn</a><span style="color: rgb(55, 65, 81);" class=""> | </span><a href="https://www.responsive.io/" target="_blank" style="color: rgb(55, 65, 81);">Responsive</a><span style="color: rgb(55, 65, 81);" class=""> </span></p><p><span style="color: rgb(55, 65, 81);">Follow The Juice:|&nbsp;</span><