Totango’s CMO Karen Budell joins Focus Lab’s Bill Kenney to unpack how bold branding choices and a tight internal team led to a rebrand that didn’t just look good — it worked.

From aligning internal cultures to creating a booth activation that got people talking, Karen shares tactical insights and strategic takeaways that any B2B leader navigating brand change can apply.

In this episode, you’ll hear:

• The role a small, empowered team plays in driving rebrand success
• How honest feedback (and base jumping) sparked a bold creative pivot mid-project
• Behind the scenes insights from Totango’s booth activation — and why it worked
• Why upholding the brief is one of the CMO’s most critical roles
• And so much more!

🔗 Learn more about Focus Lab’s branding approach here.

Episode Resources:

👉 View the new Totango brand in action

👉 Totango <> Focus Lab case study

👉 Check out the communities Karen is a part of:

• Pavilion
• Women in Revenue
• CMO Coffee Talk

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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.---FOLLOW US: ► Podcast: https://anchor.fm/focuslab► Instagram: @focuslabllc ► LinkedIn: https://www.linkedin.com/company/focus-lab-llc► Dribbble: https://dribbble.com/focuslab ► Web: https://focuslab.agencyLooking for a brand agency? We would love to hear from you. Email us: hello@focuslab.agency