Rebranding With Research
summary
Brex uses non-traditional partnerships between research and brand to drive a full rebrand: third‑party surveys of three groups (employees, current customers, future markets) reveal employees see Brex as bold/tech while customers see it as helpful/simple/professional, prompting a pivot toward trust plus tech. Research ties brand concepts to business metrics, enforces a two‑month executive alignment with 48‑hour feedback windows, fires an agency, hires another, runs usability tests via Lookback and Figma, and ships a new mission, reimagine financial systems, plus a trust-forward visual system.
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chapters (8)
- 0:00Introduction to rebranding research
- 1:03Recognizing need to change brand
- 2:48Building consensus with data
- 5:36Developing the new brand
- 8:05Firing the agency and resetting strategy
- 10:56Rebranding with renewed focus
- 12:42Validating designs with customers
- 13:24Evaluating success of rebrand
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