Your business has been around long enough to earn trust.
But the audience that got you here is changing. And the next one may not care about the things that made you successful in the first place.
So what do you do? Keep playing it safe until relevance quietly erodes? Or panic, rip up the brand, and leave loyal customers wondering who the hell you have become?
This week, Beatrice is joined by Michael König — who has led design and product inside heritage brands including Bang & Olufsen and Royal Copenhagen — and Owi (Mateusz Owsiany), CEO and Creative Director at MPM Team, who builds immersive digital experiences for brands reaching newer audiences.
They get into how to evolve from a position of strength, test a new direction without betting the whole business on it, move beyond a founder-led brand, and make sure creative, commercial, and customer reality are all in the same room.
Because your next audience should not have to come at the cost of the one that trusted you first.
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04:05 The risk of waiting until change becomes urgent
13:35 Build your next audience from a position of strength
18:00 Panic rebrand or a gradual evolution?
29:00 When customers trust the owner, not the business
38:40 When a new audience needs its own offer or sub-brand
49:00 How to turn strategy into changes your team can deliver
01:12:30 Your first 90 days of brand evolution
-5 episodes to binge on:
- Good at Everything, Priced Like It with Christine Slocumb
- Brand strategy in action with Cam Varner
- Repositioning to $10M with Nicole Downer
- Your Business Might Be Unsellable with Allie Beckmann and Alexandria Seydel
- Repositioning Without Losing Customers with Amy Heidersbach & Melissa Eaton
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Reach out to guest speaker Michael König:
Website | LinkedIn | Heritage Playbook
Reach out to guest speaker Owi (Mateusz Owsiany):
Website | LinkedIn | Instagram | TikTok
Follow Beatrice Gutknecht:
LinkedIn | YouTube | Instagram | Website
