Ep 3 – How a Brand Can Be Reborn Without Losing Its Soul | Jeffrey Taub

The Intangible Brand

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How do you lead a total brand transformation without losing what makes your firm… your firm?

In this episode, Jeffrey Taub, FSMPS, CPSM, and SVP of Corporate Marketing at AKRF, shares the inside story of rebranding a legacy company. From internal alignment to messaging strategy, Jeff walks us through the belief systems and processes that enabled a values-driven rebrand.

In this Episode

• Leading a full rebrand of AKRF to unify messaging and identity. (01:00)
• Using internal research and discovery to drive authenticity. (05:30)
• Building buy-in through senior leadership and a focused brand committee. (10:15)
• Launching a brand that employees rallied around — and still champion. (13:30)
• Centering the brand on “originality” and what that means day to day. (17:00)
• Applying originality to client work and internal innovation (e.g. AI adoption). (21:00)
• Aligning the rebrand with AKRF’s long-term strategic planning. (26:00)
• Advice for firms: prioritize alignment over consensus in branding work. (30:00)
• The role of physical space (like AKRF’s “Pin Drop” room) in expressing brand. (33:30)
• Final takeaway (39:00)

Guest

Jeffrey Taub is a seasoned marketing strategist with deep expertise in AEC branding. He is known for leading brand transformation initiatives that unite legacy values with modern positioning.

Resources

AKRF

Character Limit: How Elon Musk Destroyed Twitter [book]

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