Elena Verna: recommendation

Transcript context

…Awesome. Great one, let's move on. Number three. Number three, this is my favorite, and it might be a little spicy because if there's any marketers listening out here, but doing rebrand more specifically, homepage redesign to drive growth. This is what hurts me so much and I've lived through so many of these and never ever once have I seen a rebrand or redesign, especially a UK marketing site, produce good performance results. Now, there's many reasons as to why you might want to do a rebrand, why you might want to design your marketing site because you're trying to enter a new market, new category, your product has evolved and you need to do a full update. But those are almost like it's a logging indicator that something needs to change and you're changing it and then you know that you're going to have to optimize the hell out of it in order to actually bring it even to the previous performance results. It's like a stepping stone back, but there is a much bigger room for upside that you can get to, but you are going to have to work to get to that upside. But yet so many companies, there's a story that happens all the time. I hire a new CMO, new CMO comes in, they're like, "What's inside my house here? My house is not designed to my liking. Let me repaint these walls. I want this shade of blue. Let me put the couches over here." And they start almost designing their website or designing the brand as if it was reflection of their personal taste. And oftentimes it's promised with our acquisition is going to go up, our category penetration is going to go up, our education or awareness is going to go up. And it never materializes into anything meaningful because again, if you're doing it as a step towards unlocking new global maxima, sure, I love that. Do it. Go after it. Know that you have a ton of work ahead of you in order to actually unlock that global maxima. But to ever promise a homepage redesign or marketing site redesign in order to drive more acquisition is a failed promise that is going to be led by lots of agency money spending, often a million dollars plus, lots of arguing about which shade of blue your brand color is going to be, and eight to 10 months at the minimum of development and very lackluster results afterwards. Oh man, I'm loving this list already. This is great. To your point, it may still be worth doing if you're coming into it eyes wide open, this isn't going to drive growth, but we're setting ourselves up for a future brand that's world-class and we know our current brand stinks and our homepage needs to be refreshed. If you're aware, it's not going to drive growth, it might be okay.…

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