Biotech rebranding done right: Lessons from a CEO who did it

In this episode of the Science Marketer Podcast, Heikki Lanckriet, CEO of 4basbio, discusses the challenges and strategies involved in rebranding a biotech company. He shares insights on the importance of aligning the brand with client needs, the design process, and the significance of a consistent brand identity. He also highlights the role of content marketing in engaging clients and the importance of planning and execution in the rebranding process. The conversation concludes with reflections on early signs of success and future plans for the brand.

Chapters:

00:00 Introduction to the episode
00:42 What is 4basebio?
02:08 Why rebrand?
02:59 How the rebranding was managed?
05:08 Timeline of the rebrand
06:55 Aligning long-term vision and brand
09:00 Building a consistent identity
13:11 Launching the rebrand: how to make an impact
16:31 Measuring success: Early signs of impact after the rebrand
17:36 Challenges and lessons learned
20:26 Future plans: Continuing the brand journey

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