Renaming What Dad Built: Where Legacy Really Lives with Liam Murphy (Innoflo Solutions) and Dania Spillett Baron (Incite)

How do you navigate change and rebranding while honouring what your family built from the ground up? In January 2025, Fireball Equipment, an Edmonton fluid management company Joe Murphy founded in 1993, relaunched as Innoflo Solutions. What almost nobody knows is that the project didn't start as a rebrand at all. In Episode 26 of ABFI Table Talk, host Matt Knight sits down with two guests who lived the story from opposite sides of the table. The first is Liam Murphy, Innoflo's second-generation President and CEO. The second is Dania Spillett Baron, a Partner at Incite, the Edmonton strategy firm that walked alongside him through the multi-year process.Liam grew up in the business his dad built from a one-man oil-heating operation into a Western Canadian leader in fuel and lubrication systems. Today, over 100 employees serve Canada's largest oil sands and mining operations and help manage close to a billion litres of fuel a year. He took over leadership from Joe in 2019, in a year that brought record revenue, cultural strain, and a global pandemic. Dania entered when the question on the table wasn't "what should we name this?" but "we have two very different divisions – should we be one brand or two?"The conversation digs into what it takes to rename something your father named: how a founder still on the board was brought along, and why customer feedback surprised everyone.This episode explores what it means to make space for grief, even when change is for the better – like retiring a loved brand. It also challenges us to rethink legacy, revealing that it's not just a logo that lasts, but the values, relationships, and impact we leave behind. For next-generation leaders itching to put their own mark on the family business — and the advisors who guide them — this episode is a candid map of the years of work that build a new name.Learn more about ABFI at https://abfi.ca/, connect with Matt Knight at [email protected] or on LinkedIn at https://www.linkedin.com/in/mattknight/. Learn more about Innoflo Solutions at https://innoflo.com/ and Incite at https://incitestrategy.ca/.This video podcast series is proudly produced by the team at Road 55 - located in Edmonton, Alberta.For more information, please visit: www.road55.ca