Stop Measuring Brand Like a Performance Channel with Bill Kenney from Focus Lab
Every quarter, someone asks you to prove the rebrand paid for itself in dollars. Bill Kenney's answer after 16 years: you're measuring the wrong thing, and the spreadsheet was never going to save you anyway.
Bill built Focus Lab into one of B2B's sharpest branding shops by owning a single vertical back when everyone warned him that niching down would scare off clients. He makes the case that brand ROI behaves like going to the gym — you don't step on the scale the morning after — and that the real opportunity for agencies isn't using AI to ship work faster, it's handing clients the tooling to…
The skinny
The skinny isn't ready yet — notes appear once the transcript is processed.