Show notes
How does one rebrand? Should you even rebrand? We were joined by Nicola McClafferty and James Clark, from the establishment formerly known as Draper Esprit. That’s right, Draper Esprit did what many people often advise against and rebranded themselves, to Molten Ventures. In fact, it’s probably not great that I’ve written Draper Esprit more times than Molten Ventures. In this episode we will talk to James and Nicola about the reasons behind the rebranding, the operational checklist for rebranding, and how to choose a name for the new brand. Expect to learn:Why James generally thinks rebranding is a bad ideaHow the need for rebranding should be identifiedWhat the creative and operational side of rebranding look likeDoes the name matter?00:44 Introductions to Nicola, James, and Molten Ventures 04:00 Rebranding: what has changed, why did you choose to rebrand?06:30 Rebranding in an increasingly competitive environment 11:10 Checklist for rebranding18:05 When is the right time for a startup to start thinking about a brand? 23:30 Death of the artist in a brand 26:00 Using external help in rebranding? 28:00 Operational side of rebranding34:45 Determining the name36:30 Deliberate creative tension involved37:45 What is ‘Make More Possible’ all about? 40:00 Do you think competition among VCs will push more to consider rebranding?
