Implementing Fetch’s B2C rebrand — Keely Jeppson // Fetch
Keely Jeppson
Fetch
- Part 1The strategy behind rebrand Fetch’s — Keely Jeppson // Fetch
- Part 2 Implementing Fetch’s B2C rebrand — Keely Jeppson // Fetch
- Part 3How Mean Girl’s star helped Fetch Rebrand — Keely Jeppson // Fetch
Show Notes
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02:25The implementation of Fetchs B2C rebrandAfter identifying the desired positioning for the rebrand, Fetch worked with their creative team to develop the assets to bring the rebrand to life. This was then applied across all touchpoints with users and adapted for their B2B initiatives.
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03:25Steps for a meaningful and impactful rebranding processFetch had to examine and update every asset that users came in contact with, including thousands of existing email push and in-app messaging. This was a massive undertaking that involved cataloging and updating each item to reflect the new brand identity standards.
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04:10The impact of rebranding on company expectationsThe rebranding process was an intentional expression of both the evolution of Fetchs offering and the way users were engaging with the app. Essentially, the rebrand helped the company better articulate its identity and direction for the future.
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05:11The internal dynamics of rebrandingThe decision to pursue a rebrand in their company was made by the CMO, CEO, and the broader steering team. The timing was right due to the evolution of the product and user engagement, as well as the need to strengthen their positioning on the B2B side.
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06:29Fetchs customer response to the rebrandingBefore the rebrand, customers were already referring to the company as Fetch, so they were excited about the announcement. The rebrand has also enabled Fetch to become more of an engagement platform, resulting in improved retention and user engagement.
Quotes
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"We had to go through 1000s of existing email push and in-app messaging, and make sure that it all reflected this new identity that we had." -Keely Jeppson, VP of Engagement, Fetch
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"Repositioning and having that clarity of where we want to go as a company has allowed us to run further and faster into this rich area of becoming an engagement platform." -Keely Jeppson, VP of Engagement, Fetch
- Part 1The strategy behind rebrand Fetch’s — Keely Jeppson // Fetch
- Part 2 Implementing Fetch’s B2C rebrand — Keely Jeppson // Fetch
- Part 3How Mean Girl’s star helped Fetch Rebrand — Keely Jeppson // Fetch
Keely Jeppson
Fetch
Up Next:
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Part 1The strategy behind rebrand Fetch’s — Keely Jeppson // Fetch
Keely Jeppson, Vice President of Engagement at Fetch, talks about what made the leading omnichannel performance marketing platform refresh its company's name. Rebranding a well-established brand with a large following can be risky, as it can alienate loyal customers. However, Fetch managed to rebrand in a way that resonated with customers and drove tremendous growth for the company. Today, Keely discusses the strategy behind Fetch’s rebrand.
Play Podcast -
Part 2Implementing Fetch’s B2C rebrand — Keely Jeppson // Fetch
Keely Jeppson, Vice President of Engagement at Fetch, talks about what made the leading omnichannel performance marketing platform refresh its company's name. The rebranding process is more than just changing a logo; it involves a change in how a company presents itself. Likewise, rebranding a company can have a significant impact on its relationship with consumers. Today, Keely discusses the implementation of Fetch’s B2C brand.
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Part 3How Mean Girl’s star helped Fetch Rebrand — Keely Jeppson // Fetch
Keely Jeppson, Vice President of Engagement at Fetch, talks about what made the leading omnichannel performance marketing platform refresh its company's name. Despite initial concerns about the cultural relevance of Mean Girls, Fetch went ahead with their decision to reference the movie in their rebranding campaign. The result was a successful and memorable campaign that resonated with their loyal users and generated new interest in their app. Today, Keely discusses how the star of Mean Girls helped Fetch rebrand.
Play Podcast
