Episode 20: Rebrand or Refresh? The Marketing Minefield Unpacked

This week, Steph from Cue Marketing and Ben from Human Digital dive head-first into the chaotic, emotional, reputation-threatening world of rebrands - from the corporate phoenix moments (hello, Accenture) to the “no one asked for this” refreshes that get marketers yelled at at BBQs. With real-world stories from Spark, Enviro NZ, Four Square, Griffins, Enron (yes, really), and NZ Post, they unpack what makes a rebrand sing — and what makes customers grab the pitchforks. Grab a chocky biccy and settle in.What You’ll Learn in This EpisodeThe REAL Difference Between a Rebrand and a Refresh Why marketers constantly mix them up, and why that confusion costs businesses millions.When to Rebrand (…and When to Absolutely Don’t) The strategic triggers that justify the cost, pain, and chaos — and the red flags that say “leave it alone.”The True Cost of Rebranding From uniforms to wayfinding - make sure you consider ALL the costs How to Take People With You Why internal buy-in is the make or break moment for any major identity change.Case Studies Marketers Can Actually Use The inside stories of Spark, Foursquare, Cracker Barrel, Griffins, Arthur Andersen → Accenture, NZ Post, and Vodafone → One NZ.Why Listen?Because rebrands are expensive, political, emotionally charged — and often completely misunderstood. This episode cuts through the fluff to give marketers the straight talk: when to refresh, when to rebrand, what it really costs, and how to not accidentally destroy decades of brand equity. If you touch brand in any way, this is essential listening — packed with real examples, candid insights, and the kind of hard truths only Steph and Ben will drop on-mic.Connect with the HostsStephanie Quantrill (Cue Marketing) – https://www.linkedin.com/in/stephaniequantrill/Ben van Rooy (Human Digital) – https://www.linkedin.com/in/benvanrooy/www.cannedmarketing.com Stephanie Quantrill - LinkedinBen Van Rooy - Linkedin