Three Branches, Three Brands: Anatomy of a Rebrand

This week, special guest Rich Jordan takes us inside a marketing challenge presented by his successful acquisition of home services businesses. Do you keep the legacy names of those businesses to preserve local trust—at the cost of running a fragmented, inefficient marketing operation? Do you take the strongest brand you own and roll it out everywhere, even if it may not translate from one community to the next? Or do you wipe the slate clean and create an entirely new brand to unify the whole operation—knowing that it means walking away from money you’ve already sunk into branding your biggest location? In a conversation with Shawn Busse and Jay Goltz, Rich walks through how he wrestled with those choices, why he ultimately made the call he did, and what he learned along the way. His takeaways included that there are still people who listen to radio, that an authentic story can compete with private equity, and that it is possible to find a marketing agency that will align its interests with yours.