"First, changes to the search landscape, which have companies thinking about visibility and LLM citations over SERPs and clicks, are seen as brand marketing efforts. But brands also made news by taking actions that seem to go against their brand values or upset customers. Southwest Airlines, which for years touted "Bags fly free" started charging for checked bags. Cracker Barrel tried to update its logo and faced a backlash from its customer base that threw the brand into national politics."
"Adam Morgan is VP of brand at Twilio. Earlier in 2025, Adam and his team took on a re-branding project to reimagine in the Twilio brand after the company made a number of acquisitions. In this episode of Conversations with MarTech, Adam discusses the right time to tackle a brand refresh, where to start and the newfound importance of brand marketing."
Brand marketing gained prominence in 2025 as search landscape changes shifted emphasis toward visibility and LLM citations rather than traditional SERPs and clicks. High-profile brand moves that conflicted with stated values provoked customer backlash, as seen with Southwest Airlines charging for checked bags and Cracker Barrel's logo update controversy. Corporate consolidation created the need to unify disparate identities, prompting rebranding initiatives such as Twilio’s 2025 effort to integrate acquisitions under a single brand. Key considerations for brand refresh timing include market signals, organizational changes, and customer sentiment. Brand marketing is increasingly viewed as strategic for visibility, reputation management, and long-term growth.
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