Brand marketing is getting a lot of attention in 2025 for a variety of reasons.

First, changes to the search landscape, which have companies thinking about visibility and LLM citations over SERPs and clicks, are seen as brand marketing efforts.

But brands also made news by taking actions that seem to go against their brand values or upset customers. Southwest Airlines, which for years touted “Bags fly free” started charging for checked bags. Cracker Barrel tried to update its logo and faced a backlash from its customer base that threw the brand into national politics.

Adam Morgan is VP of brand at Twilio. Earlier in 2025, Adam and his team took on a re-branding project to reimagine in the Twilio brand after the company made a number of acquisitions.

In this episode of Conversations with MarTech, Adam discusses the right time to tackle a brand refresh, where to start and the newfound importance of brand marketing.

If you’re interested in learning more about how Adam and his team approached the Twilio brand refresh, we have a Deep Dive video that goes into more details: https://youtu.be/ag8G85RPitQ

Episode guide

0:44: Meet Adam Morgan

2:02: When is the right time to refresh a brand?

5:49: Where do you start with a brand refresh?

10:18: Is brand marketing making a comeback?

This podcast is produced by MarTech, a Third Door Media property.