Why a culture of creativity really matters: Lee Mincy, Gong

The Changemakers

Lee is Director of Brand and Creative at Gong, a revenue intelligence platform used by over 2000 companies including Paychex, PayPal, Hubspot, LinkedIn, MuleSoft, Shopify, Slack, SproutSocial, Twilio, and Zillow. Our conversation comes at an exciting time creatively for Gong, having recently undergone a rebrand and ran a Super Bowl ad!
We talk about the challenges and rewards of working in creative for a tech company, the reasoning behind Gong’s recent rebrand, and much more…
Listen as we discuss:

• The importance of building a brand framework
• Why Gong chose to rebrand and the rebranding process
• How Gong’s creative team developed its Super Bowl ad
• Using storytelling to differentiate your marketing
• Why B2B marketing doesn’t have to be boring

Timestamps:
(02:37) – Lee’s career to date
(05:08) – The challenges of working in creative at a tech company
(06:58) – What attracted Lee to his role at Gong?
(08:25) – What was the reason for the Gong rebrand?
(10:31) – Gong's rebranding process
(11:42) - Limiting the number of rebrand decision-makers
(12:22) - The evolution of logos in tech
(14:26) – Gong’s Super Bowl ad
(16:46) – Are B2B brands becoming more open to using humour in their marketing?
(20:10) – Using LinkedIn to be provocative
(24:05) – How challenging is it to create a visual identity that differentiates a brand in the marketplace?
(28:32) – The importance of differentiating your brand
(29:42) – Is there a set rebrand process or is every case different?
(35:05) – A project or campaign Lee is more proud of than any other…
Follow Lee on LinkedIn: https://www.linkedin.com/in/leemincy/
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