How to Rename an Established, Successful Corporate Brand on New Riechesbaird "Branding Business" Radio Show

Irvine, CA, July 21, 2012 --(PR.com)-- RiechesBaird, named one of the top BtoB corporate branding agencies in the United States by BtoB Magazine for 11 consecutive years, has premiered the newest installment of its “Branding Business” radio show. The show, found at www.brandingbusiness.com, features Jason Rose, Senior Vice President of Business Development for Inovalon, and describes how established companies reevaluate their brand name and positioning strategy.

“Going through a rebranding and renaming process with an established, successful company can be like renaming your child,” explains show host Ryan Rieches, CEO and co-founder of RiechesBaird. “There is a great deal of emotion involved and past history to take into consideration. Jason and I discuss the importance of evaluating brand name and positioning as companies grow and evolve and confront ever-changing business dynamics.”

Rose serves as Senior Vice President, Business Development for Inovalon, and is responsible for all aspects of introducing, launching, and expanding the company’s product and technology presence within the healthcare marketplace. He supports a wide range of corporate directives, including corporate branding and communication, market expansion, and strategic partnerships and alliances. Previously, Rose served as Vice President, Care and Quality Management, where he was responsible for the execution of product design, implementation, and business development and expansion of the company’s Care and Quality Management product solutions.

Before joining Inovalon, Rose served as Senior Vice President of Public Programs health and Disease Management Services for APS Healthcare Inc., a provider of specialty healthcare solutions, where he was responsible for overseeing all aspects of Health and Disease Management programs across the Public Programs division.

RiechesBaird’s ‘Branding Business’ radio show is part of an online community, www.BrandingBusiness.com, dedicated to brand strategy, brand development and brand engagement. It is an open online forum, for branding professionals, their clients and interested prospects. Along with sharing RiechesBaird’s experience-driven expertise with an unmatched portfolio in the BtoB world and thought leadership through a variety of interactive opportunities, it is designed to bring together the best minds in branding and provide an engaging conversation about branding as a business tool. Branding Business includes the latest blog articles, lively debates, topical discussions, critical inquiries, answer to questions and questions to answer.

“’Branding Business’ is not merely a tag line or ‘shorthand’ for our BtoB expertise,” said Ray Baird, co-founder and president of RiechesBaird. “It’s a corporate branding methodology that embraces business strategy to enhance business performance. Our vision is to create the world’s most successful brands, and our mission is to find greatness and promote it fearlessly. BrandingBusiness.com is a natural extension of our work, and a valuable place for businesses to discover real-world insights that help drive business forward and improve market share.”

The ‘Branding Business’ radio show features the firm’s co-founders, Rieches and Baird, and principal Alan Brew as they interview influential CEOs and discuss and analyze the latest news and trends in the world of branding and branding strategies. From BP’s five minutes of shame to healthcare business branding strategies to analyzing the outlook for 2012 and the power of differentiation, these gentlemen share their insights and knowledge of branding in today’s ever-changing business environment.

RiechesBaird, a leader in corporate branding, specializes in building the value of BtoB companies like American Airlines Cargo, Toyota, Sharp and Linksys, a division of Cisco. With offices in California and New York, they provide local service to their ever-growing group of marquee clients on both coasts.

These success stories helped secure RiechesBaird’s inclusion in the “Top Small Agency” rankings by BtoB Magazine. Their prestigious “BtoB Top Agencies Special Report” includes agencies that have a significant amount of BtoB business, key clients and range of services. In honoring RiechesBaird, BtoB Magazine noted that over the past year the firm added new clients like Huawei Technologies USA, Hitachi Consulting and ABM Industries, while continuing to work with existing key clients including American Airlines Cargo and Epicore Software. The magazine highlighted a trio of online campaigns created and implemented by RiechesBaird, including “Did You Know?” for American Airlines Cargo, “Promise of the Future” for Huawei Technologies USA, and “Accelerating Nonprofit Success” for OneOC. The magazine also recognized RiechesBaird’s launch of BrandingBusiness.com last year, an industry thought-leadership portal dedicated to brand strategy, brand development and brand engagement.

About RiechesBaird
RiechesBaird is internationally recognized as one of the premier brand development firms specializing in business-to-business branding. Our proprietary term “Branding Business” represents both the guiding philosophical essence and our practical approach to branding as it relates to business strategy and growth. Ranked by B2B Magazine as one of the Top 10 Firms for more than a decade, RiechesBaird has helped organizations such as American Airlines, Constellation Energy, Sharp, Sage Software and Toyota build leading international brands. Privately held, RiechesBaird has offices in New York and California. For more information, please visit us at www.riechesbaird.com or check out our thought leadership at www.brandingbusiness.com, to learn more about branding your business. RiechesBaird can been reached directly at 949-586-1200 in California and 917-661-4842 in New York.