{"product_id":"rebrand-without-the-bullsh-t-the-in-house-playbook-for-leading-brand-transformations-9798198228863","title":"Rebrand Without the Bullsh*t: The In-House Playbook for Leading Brand Transformations","description":"\u003cp\u003e • Author(s): Tanja Kopper | Carley Pierce | Richard Koscher\u003cbr\u003e • Publisher: Independently Published\u003cbr\u003e • Publisher Imprint: Independently Published\u003cbr\u003e • BISAC: Marketing - General\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eRebrand Without the Bullsh*t: The In-House Playbook for Leading Brand Transformations\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eThe honest, practitioner-written guide to leading brand transformations from the inside.\u003c\/p\u003e\u003cp\u003eDrawn from over two decades leading rebrands inside Bay Area tech companies, this book is the playbook no agency will ever write for you. Written for the Creative Directors, CMOs, and founders staring down their next transformation - and tired of being told what consultants think a rebrand should look like from the outside.\u003c\/p\u003e\u003cp\u003e\u003cb\u003eWhat you'll learn: \u003c\/b\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eThe phased approach that reverses the traditional rebrand model - and why starting with the logo is the most expensive mistake most companies make\u003c\/li\u003e\n\u003cli\u003eHow to win stakeholder buy-in without falling into design-by-committee chaos\u003c\/li\u003e\n\u003cli\u003eWhen to hire an agency versus build in-house - and what the $300K decision actually buys you\u003c\/li\u003e\n\u003cli\u003eHow to build a creative team that ships work without burning out\u003c\/li\u003e\n\u003cli\u003eHow to launch a brand that actually lasts after the announcement post fades\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003cb\u003eWho this book is for: \u003c\/b\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eCreative Directors who've been handed a rebrand and don't know where to start\u003c\/li\u003e\n\u003cli\u003eCMOs deciding between agency and in-house\u003c\/li\u003e\n\u003cli\u003eFounders who've outgrown their Series A identity\u003c\/li\u003e\n\u003cli\u003eProduct Marketing leaders responsible for rebrand execution\u003c\/li\u003e\n\u003cli\u003eAnyone leading brand work from inside a company instead of pitching it from the outside\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003cb\u003eWhat this book isn't: \u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eThis is not a design tutorial. It will not teach you how to kern a wordmark or pick a color palette. It is a leadership book about how to move a company forward without dragging it there.\u003c\/p\u003e\u003cp\u003e\u003cb\u003eFrom the cover: \u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e\u003ci\u003e\"Flawless execution from planning to launch. The outcome was beautiful. This is what happens when creative leadership drives the process from the inside.\"\u003c\/i\u003e - Micheline Nijmeh, CMO, ThoughtSpot\u003c\/p\u003e\u003cp\u003e\u003ci\u003e\"He doesn't just make things that look great. He builds brands that move audiences and deliver results.\"\u003c\/i\u003e - Lance Walter, CMO, Neo4j\u003c\/p\u003e\u003cp\u003e\u003ci\u003e\"Richard did an outstanding job leading our rebrand. The CEO loved it. The team rallied around it. It galvanised our transformation.\"\u003c\/i\u003e - Mark Johnston, CMO, Matillion\u003c\/p\u003e\u003cp\u003e\u003cbr\u003e\u003cb\u003eAbout the author: \u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eRichard Koscher is a Sr. Creative Director with over 20+ years of experience leading brand transformations across B2B tech, media, and nonprofit organizations. He has led rebrands at ThoughtSpot, Matillion, Neo4j, AdRoll, and the George Lucas Educational Foundation. Austrian-American dual citizen based in San Francisco.\u003c\/p\u003e","brand":"Independently Published","offers":[{"title":"Paperback","offer_id":47889703370903,"sku":"9798198228863","price":2694.0,"currency_code":"INR","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9798198228863.webp?v=1781177408","url":"https:\/\/atlanticbooks.com\/products\/rebrand-without-the-bullsh-t-the-in-house-playbook-for-leading-brand-transformations-9798198228863","provider":"Atlantic Books","version":"1.0","type":"link"}