Behind the Scenes of a Rebrand #4

There have been big changes for Kevin Rizer and his Private Label company. He’s gone from a podcast to a movement. Today, he introduces the most important element in the rebranding, the architect behind the change, Jared Angaza.

“If you are going through the trouble of creating an experience, why not make it extraordinary” -Jared Angaza

Seasoned Brand Architect Meets PLM

Jared has worked with huge companies for decades. He didn't know about the private label industry until he met Kevin. And, he saw something special about what the Private Label Movement has been up to.

He shares how transition plays a sensitive role in a rebrand. With it comes the question of how to do it without alienating the core audience.

Step 1: Tap into the Emotions

The first thing that Jared tapped into was emotions. He started with understanding Kevin's vision and his emotions about it.

He understood that his role was to help bring them out. That also helped enlighten what was missing from the experience.

Step 2: Visualize What Could Be

The next step involved visualizing everything that Kevin and the team could have ever imagined. It's helpful to release yourself into the ideas and not be constrained.

“Feel free to come up with wild ideas.” -Jared Angaza

This is the stage where the team needs to be idealistic. They may have to tone it down along the way, yet it's important they get a clear picture of what they really want to achieve.

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Download and listen to Behind the Scenes of a Rebrand #4 for the complete 8 steps. You can also find The Private Label Movement on iTunes and Stitcher.

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