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Downloaded over 165,000 times, Renegade Thinkers Unite is the #2 podcast for CMOs and aspiring B2B marketing executives. Every week, we cover a hot topic with a seasoned marketer, ranging from strategy to bots, metrics to marketing automation, branding to demand generation and much much more. Listen in and join our community of renegade thinkers. 

Nov 1, 2019

 “When the time is right, you’ll know.” It feels like an almost trope-ish answer to many of life’s questions, or like the vague wisdom from a mentor in a karate movie. Unfortunately, the utility of that phrase really doesn’t extend to executing a rebrand. So, how did Acquia know it was time to rebrand?

 Acquia, an enterprise software company, just topped $200 million in revenue, and has achieved 57% growth in the past three years. Clearly, they’ve been doing some things right, and can feel good about their recent decision to rebrand. So, how did CMO Lynne Capozzi know the timing was right? Well, it took a quite a bit of marketing know-how, a need to stand out in the market, and a desire to really emphasize the company’s purpose: to help people “experience digital freedom.”

Tune in to this week’s episode to hear more about Lynne’s extensive marketing background, their approach to a successful rebrand, the importance of getting internal buy-in, and more.