319: How Nori Rebranded: A Case Study—w/ Heidi Sloane, Nori's Senior Marketing Manager

How should a climatetech company think about its brand? What if it's B2B? What if it needs to be both trustworthy and idiosyncratic at the same time?!

In today's episode of Reversing Climate Change, Nori Cofounder, Ross Kenyon, is joined by his colleague, Heidi Sloane, Nori's Senior Marketing Manager. Heidi led Nori's recent rebrand, which took it from a more playful B2C feel to something more sturdy and B2B. We used the agency Odi to help us with it. Great job, Odi!

Heidi explains how a brand can retain its personality and uniqueness while also communicating that it is serious about what it does and can be trusted. Just because one can sometimes act like a clown, doesn't mean one needs to dress like one. If you don't believe me, ask Leslie Nielson.

They also discuss how to lead stakeholder engagement in a way that minimizes conflict or typical committee dysfunction and make sure feedback is heard and synthesized without fetishizing consensus.

Resources

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