Repositioning Without Losing Customers | Amy Heidersbach & Melissa Eaton

Your brand needs to evolve. But what if you lose the customers who got you here?Customer experience leader Melissa Eaton and five-time CMO Amy Heidersbach have both guided businesses through repositioning without alienating loyal customers.Amy led marketing at PayPal and Visa, scaling a business unit to $1.2 billion. Melissa solves complex business problems by seeing patterns others miss.Most companies treat repositioning like a marketing project. New logo, new tagline, done. But your marketing team can't fix what's broken in operations. Your sales team can't sell a story your product team hasn't bought into.This episode covers:When to reposition (and when to ignore the noise)Why product, operations, finance, and HR need to be at the tableBrand continuity vs. consistency (Amy's controversial take)Using employees and customers to carry your messageMeasuring success without optimizing the wrong metricsThis one is perfect for business owners ready to evolve without losing what's working.-Find gaps in your brand health and performance in 5 minutes with ⁠⁠⁠⁠⁠The Brand Health Audit⁠⁠⁠⁠⁠.-06:06 Repositioning Without Losing Customers10:35 Common Mistakes in Rebranding32:02 Engaging Customers in the Rebranding Process43:25 Understanding Core Customers and Personas46:59 Localized Marketing Strategies Across Borders54:55 Measuring Success in Repositioning Efforts59:26 How Digital Transformation affects Brands01:04:34 Recognizing and Addressing Repositioning Failures01:10:29 The Limits of Branding in Solving Business Issues-5 episodes to binge on:⁠⁠⁠⁠The no bullshit strategy⁠⁠⁠⁠⁠ with Alex Smith⁠⁠⁠⁠Brand strategy in action⁠⁠⁠⁠⁠ with Cam Varner⁠Your Business Might Be Unsellable⁠ with Allie Beckmann and Alexandria Seydel⁠⁠⁠AI, Automation and Strategy⁠⁠⁠ with Leland Best and Chris Troka⁠The Crisis Management Playbook⁠ with Oliver Aust and Gordon Firemark⁠⁠⁠⁠What’s your position?⁠⁠⁠⁠ with Beatrice and Elijah-Reach out to guest speakers:Amy Heidersbach:LinkedInMelissa Eaton:LinkedIn | We Fixed It You're Welcome PodcastFollow Beatrice Gutknecht:⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠Instagram⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠Website⁠⁠⁠⁠⁠Produced by ⁠⁠⁠⁠⁠Your Podcast Sidekick