Forefront Communications

Episode 20: Forefront LinkedIn Live Ask Me Anything (AMA): Branding Edition

Forefront Communications

Forefront Communications

In this special installment of At the Forefront: Fintech Conversations, Managing Partners Mark Dowd and Eric Soderberg sit down for Forefront’s very first LinkedIn Live Ask Me Anything (AMA) to discuss all things branding for B2B fintechs.

Welcome to the latest episode of At the Forefront: Fintech Conversations! Launched in 2020, this ongoing audio and video series has been developed to help you stay informed as we highlight key industry developments and delve into the people, companies and thought processes that keep the capital markets and fintech sector humming.

To learn more and listen to our previous episodes, click here.

In this special edition of At the Forefront, Managing Partners Mark Dowd and Eric Soderberg host Forefront’s very first LinkedIn Live Ask Me Anything (AMA) event. The topic: building and maintaining an impactful B2B fintech brand. Listen in as Mark and Eric take questions from a live audience regarding the steps that go into building a brand, how to determine if your current brand is effective, the length and cost of a typical rebranding project, and what they see as the most challenging and rewarding steps along the way.

Mark and Eric share lessons learned from previous fintech brand projects, including some common ways that projects can veer off timeline (and how to prevent them) and how to secure buy-in across a client’s internal team. In addition, our live audience asked questions pertaining to specific firm types, such as how crypto firms should adjust their branding in response to current market conditions and how the goals of a startup firm may differ from those of a larger company when it comes to building a brand.

See below for a breakdown of the discussion and be on the lookout for future LinkedIn Live AMAs streaming on Forefront’s LinkedIn channel. Happy listening!


1:55 –How long should a rebrand project take?

3:20 – How much should a rebrand project cost?

7:15 – What do you say to companies that claim their corporate messaging is set and they just need execution?

10:15 – What is the most challenging part of a branding project? What is the most rewarding part?

14:10 – How do you secure internal buy-in across an organization when building a new brand?

18:20 – What steps go into a branding project and how much time do you contribute to each?

22:25 – What cautionary tales should we be aware of? How can a branding project go off the rails?

27:32 – Do you think crypto firms should adjust their brand messaging given the crypto winter and the collapse of FTX? If so, how?

30:18 – What are the biggest differences you see between startups and larger firms in their goals and aspirations when it comes to their brand?

32:40 – How do you assess whether a current brand is working?

37: 35 – How can you know that a branding process is going to work?