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Downloaded over 250,000 times, Renegade Marketers 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. 

Jun 19, 2020

A rebrand is not a campaign, it’s a new direction. That’s why NI (previously known as National Instruments) brought on their first-ever CMO, Carla Piñeyro Sublett—they wanted someone to guide them through the brand refresh process, to shake up their foundation and challenge their entire business strategy for the better.

Knowing that this would be a bold undertaking, Piñeyro Sublett and her team, with full C-Suite support, worked from the outside-in. Then, with the help of an outside marketing agency, a cross-functional internal team, six months of brand strategy planning, 800+ interviews, and a month of employee prep, NI initiated an electrifying process of discovery for the business—one whose identity is encapsulated in two powerful, purpose-packed words: “Engineer Ambitiously.”

This episode is a special one, as NI live-streamed the launch this week in a global celebration of their new brand. Tune in to hear about how they did it, you won't want to miss it!