The Debrief | Contentstack’s Rebrand: Alignment, Execution, and ROI

What does it take to lead a high-impact B2B rebrand that delivers both strategic clarity and real business value? In this episode of The Debrief, Focus Lab CEO Bill Kenney sits down with Contentstack CMO Gurdeep Dhillon to explore the full journey — from recognizing the need for a more robust rebrand initiative to activating a bold new brand in market.

In this episode, you’ll hear:
✅ How a prior refresh clarified the need for a full rebrand
✅ The four criteria Contentstack used to select their agency partner
✅ How to structure internal collaboration and avoid bottlenecks
✅ What early signals indicated strong ROI, just weeks post-launch

Whether you're facing a similar inflection point or you're planning ahead, this episode offers a grounded look at how to lead a rebrand with clarity and confidence.

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Episode Resources:

Contentstack / Focus Lab Case Study: https://focuslab.agency/work/contents...

Contentstack Rebrand Announcement:
https://www.contentstack.com/blog/ann...

Connect with Gurdeep on LinkedIn:   / gurdeepd  

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00:00 - Intro: Gurdeep Dhillon’s journey & 3 rebrands with Focus Lab
04:40 - Why Contentstack needed a full rebrand (not just a refresh)
06:30 - The importance of founder-led C-suite buy-in
09:28 - The 4 key traits to look for in a rebrand agency partner
14:18 - Internal challenges: alignment, change management & buy-in
16:58 - Who to involve in a rebrand—and when
21:23 - Feedback rhythm: managing a fast, weekly cadence
26:05 - The most rewarding outcome of the Contentstack rebrand
30:00 - Measuring immediate ROI: early reactions & results
34:03 - Phase 2: Brand activation & evolving beyond launch
38:38 - Gurdeep’s #1 piece of advice for CMOs planning a rebrand

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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

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