12. Expert Corner: Marc Cloosterman - Approaching A Rebrand, Brand Equity & Quantifying Company Value
By Torund Bryhn
How does a rebrand define your company? How do you quantify a brand’s value? When do you know a rebrand is the right decision for your business? Joining me on the podcast today to unpack this topic is the CEO and Founder of ‘VIM Group’ and expert Brand Specialist, Marc Cloosterman! Marc shares his insights on what business leaders should take into account when undergoing a rebrand, how the current pandemic is impacting his approach to brand implementation, and why brand identity has become more of a factor in modern-day marketing. We discuss the financial considerations that go into restructuring a brand and how a company’s value is quantified in a profitable sense. It’s a fascinating topic to dive into and there is so much more to brand implementation that meets the eye. There are a number of elements that play into a successful rebrand, as well as individual company culture that also needs to be thought of during the process. To learn more about this and gain some valuable lessons from a true professional in the field, tune in to Episode 12 of Moving Beyond Acronyms! Some Questions I Ask:Could you tell my listeners about your journey to becoming a Brand Specialist? (1:26)How did you make the shift from working in accounting to branding? (2:15)In your opinion, what makes a successful rebrand? (7:43)How do you help your clients stay true to the core of their brand? (11:42)Is there a way to quantify a brand’s value? (19:18)What are your thoughts on the opinion that branding is ‘dead’? (22:51)Is Coronavirus changing or impacting the branding sphere at the moment? (28:23)Throughout your career, what have been the defining moments that have made you as successful as you are today (34:25)What piece of advice can you give to others wanting to pursue a path similar to yours? (36:58)Do you have any life ‘hacks’ that you can share with my listeners? (38:43)What commercial, quote or word has impacted you the most in your life? (39:36)In This Episode You Will Learn:How Marc’s company ‘VIM Group’ was founded (5:05)A few reasons businesses choose to undergo a rebrand (8:31)Ways to approach the process of a rebrand and unify your team through it (14:00)Marc’s role within ‘VIM Group’ and how he works with clients (15:33)The connection between the ‘magic’ and the ‘logic’ of a business (16:52)Examining rebranding through the lens of business and marketing (17:44)Marc’s approach to branding nowadays & How corporate identity has become more of a factor in modern-day marketing (25:37)How the relationship between governments and businesses is changing (28:50)Marc’s insights on hyperconnectivity amongst consumers and brands (29:47)Connect With Torund Bryhn:LinkedInTwitterInstagramConnect With Marc Cloosterman:LinkedInTwitterVIM Group - WebsiteResources: Book: ‘Future Proof Your Brand’ Author, Marc CloostermanArticle: ‘Brands In The Boardroom II: Financial Engineering For Brands’ Author, Marc CloostermanBook: ‘The Four: The Hidden DNA Of Amazon, Apple, Facebook, And Google’ Author, Scott Galloway See acast.com/privacy for privacy and opt-out information.