When Your Brand Name Hurts Your Business: From Rebrand to Successful Sale

<p>What happens when a once-powerful brand name suddenly starts working against your business? </p><p> </p><p>In this episode of The Turbo Branding Show, Liz Brohan shares how she recognized the warning signs, led a strategic rebrand from CBD Marketing to 2.718 Marketing, and used that transition to strengthen the company’s future. From team buy-in to client confidence to eventual sale readiness, Liz offers a masterclass in evolving your brand at the right time. </p><p>Episode Highlights: </p><p>The Rebrand Trigger Liz&#39;s agency, CBD Marketing, ran into an unexpected problem when the cannabis industry boomed — &quot;CBD&quot; became a blocked keyword in corporate email systems, and her clients were becoming the punchline of boardroom jokes. She knew it was time to rebrand. </p><p>Finding the New Name: 2.718 Marketing The team used a structured brainstorming process — keyword exercises, dot-board visualization, and AI experimentation — before their Executive Creative Director, Mary Olivieri, landed on 2.718, also known as Euler&#39;s number, a mathematical constant at the root of exponential growth. It is perfectly aligned with their mission to drive growth for clients. </p><p>The Rebranding Process </p><ul><li><p>Started with internal branding — getting all 40 employees aligned and able to tell the story in their own words </p></li></ul><ul><li><p>Conducted qualitative research with existing clients to build comfort and continuity </p></li></ul><ul><li><p>The full rebrand, including a new website, took six months </p></li></ul><p>Selling the Agency When Liz decided to retire, culture fit was her top priority in finding a buyer — she wanted a soft landing for her team. The eventual buyer came through her professional network, a longtime colleague she&#39;d had regular lunches with. Her advice: start networking long before you plan to exit. </p><p>What Buyers Look For </p><ul><li><p>Premier and mid-cap client relationships with longevity </p></li></ul><ul><li><p>Strong revenue and margins </p></li></ul><ul><li><p>A leadership team willing to stay on </p></li></ul><p>The Podcasts </p><ul><li><p><em>Words of Wisdom from Kick Ass Women</em> — grew out of a book series Liz&#39;s agency produced at five-year milestones; she retained this brand when she sold the agency and turned it into a podcast </p></li></ul><ul><li><p><em>B2B No Bull</em> — co-hosted with her brother Mark Brogan, focused on cutting through jargon to give marketers clear, actionable insights they can take to leadership </p></li></ul><p>Shoutout Flint Rock, founded by Meg Goodman — a multimedia firm producing podcasts, webinars, and conference content. </p><p> </p><p><em>What resonated most with you from this episode? Are you holding onto a brand identity that no longer serves your vision?</em> </p><p>Follow Us &amp; Share Your Insights on Branding and Growth: </p><p> </p><p>LinkedIn: <a href="https://www.linkedin.com/in/suekirchner/" target="_blank" rel="noreferrer noopener"><u>https://www.linkedin.com/in/suekirchner/</u></a> </p><p>Instagram: <a href="https://www.instagram.com/brandstrongmarketing/" target="_blank" rel="noreferrer noopener"><u>https://www.instagram.com/brandstrongmarketing/</u></a> </p><p>Facebook: <a href="https://www.facebook.com/BrandStrongMarketing" target="_blank" rel="noreferrer noopener"><u>https://www.facebook.com/BrandStrongMarketing</u></a> </p><p> </p><p>Connect with Liz to learn how to rebrand with confidence, strengthen market position, and prepare for future success: </p><p> </p><p>Words of Wisdom from Kick-Ass Women: <a href="https://www.kick-ass-women.com/" target="_blank" rel="noreferrer noopener"><u>https://www.kick-ass-women.com/</u></a> </p><p>B2B No Bull: <a href="https://www.b2bnobull.com/" target="_blank" rel="noreferrer noopener"><u>https://www.b2bnobull.com/</u></a> </p><p>LinkedIn: <a href="https://www.linkedin.com/in/liz-brohan-8130291/" target="_blank" rel="noreferrer noopener"><u>https://www.linkedin.com/in/liz-broh