The Cult of Rebranding in B2B with Matt Maynard of Asana

Brand teams are obsessed with differentiation, but what if distinctiveness is the real power move? And while you're chasing loyalty, your competitors are winning with reach.In this episode, Matt Maynard, Asana’s Head of Brand and Advertising, joins the show to challenge the dogmas of B2B brand strategy. From calling out the cult of rebrands to exposing the limits of loyalty and the illusion of celebrity endorsements, Matt lays out a new playbook rooted in evidence. He unpacks how real brand growth comes from building mental availability, not just big ideas, and why most marketers still mistake folklore for fact.We dive into:Why most B2B brand teams are optimizing for creativity instead of outcomesThe distinctiveness vs. differentiation smackdown (and why it matters more than ever)How AI is the ultimate sparring partner—not just a creative sidekickWhy brand characters beat celebrities in the long game of memoryHow Asana is automating workflows to bring brand science into every touchpoint

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