Brand marketing receives a lot of attention in 2025 for various reasons.
Firstly, changes to the search landscape, where companies think about visibility and LLM quotes via Serp’s and clicks, seen as brand marketing efforts.
But brands have also made news by taking actions that seem to go against their brand values or make customers upset. Southwest Airlines, who started recharging “Bags Free” for years to charge for checked bags. Cracker Barrel tried to update his logo and was confronted with a recoil from his customer base that the brand threw in national politics.
Adam Morgan is VP of the brand in Twilio. Earlier in 2025, Adam and his team took on a re-branding project to imagine again in the Twilio brand after the company had made a number of acquisitions.
In this episode of conversations with Martech, Adam discusses the right time to tackle a brand innovation, where to start and the new importance of brand marketing.
If you want to know more about how Adam and his team have approached the renewal of the Twilio brand, we have that A deep diving video that goes into more details On the YouTube channel of Martech.
Delivery guide
0:44: Meet Adam Morgan
2:02: When is the right time to freshen up a brand?
5:49: Where do you start with a brand renewal?
10:18: Does brand marketing make a comeback?
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About the author
Mike Pastore spent almost three decades in B2B marketing, as an editor, writer and marketer. He wrote for the first time about marketing in 1998 for Internet.com (later Jupitermedia). He then worked with marketers at some of the best known brands in B2B Tech Creating Content for Marketing Campaigns at both Jupitermedia and Quinstreet. Before he came to Third through Media as the editorial director of the Marchech website, he led the question generation at B2B Media Company TechnologyAdvice.
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