Advancing all women podcast

Episode 33

Doing a Rebrand Right

This week, as we launch NextUp, Sarah and our guests discussed how to know the time is right for rebranding, avoiding missteps and pitfalls, and staying true to who your organization is through the rebrand process.

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Sandeep Dayal

Managing Director, Cerenti

Sandeep Dayal is the managing director of the consulting firm Cerenti ( He advises senior executives at Fortune 500 companies in industries spanning pharmaceuticals, financial services and consumer products.  Global market leaders like Pfizer, Abbvie, HSBC, Santander, Kraft and ConAgra, have been some of his clients. He worked previously for McKinsey and Booz Allen & Hamilton.

Sandeep has led a 100+ engagements at over 50 clients around the world in major countries in the US, EU, Latin America and Asia. He is regarded as one of the leading minds in marketing and brand strategy and has co-authored articles in Marketing Management, McKinsey Quarterly and Strategy+Business. As early as in 2001, he correctly predicted that “consumer collaboration” would become a key factor in winning people’s trust online. Many strategies he proposed including viral advocacy and instant decisioning are mainstream today in designing brand experiences.

His latest book “Branding Between the Ears” has been described by some as the definitive advance in the understanding of what makes some brands truly iconic. It draws on his years of experience in working with some of the most successful consumer brands and his company’s proprietary knowledge capital. Sandeep’s current research focuses on Cognitive Branding and Selling, which translates the latest advances in behavioral economics and social psychology into completely new ways for developing modern power brands and driving up salesforce performance.



Kev O’Sullivan

Global Executive Creative Director, FleishmanHillard

One of PR Week’s top 10 creative directors, senior partner Kev is one of the creative leaders at global creative powerhouse FleishmanHillard. He leads transformative work for clients such as Nike, AT&T, Samsung’s, Lowe’s, Unilever and Krispy Kreme. As well as global campaigns spanning from San Fran to Sydney, Kev dedicates his time to mental health, education and women’s equality charities, using his PR skills to further his personal passions.


Julie Basile

VP, Regions, Community & Marketing, NextUp

Julie Basile is responsible for building, renovating, developing our brand ‘shine’ as the marketing leader as well as the regional growth and development across 22 markets. Julie has more than 20 years of sales, marketing and commercial operations experience in the food and beverage industry, including roles at The Coca-Cola Company, Diageo, and Kellogg Company.  Julie’s national customer management experiences included Target, Walgreens, Costco and Dollar General.  Before joining the leadership team at NextUp, Julie was an active member and region leader for NextUp regions in Atlanta, Chicago, and Minneapolis. Julie received her BSBA in Marketing from The University of Tulsa.  Julie lives in Franklin, TN with her husband and twin boys.

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