Steve talks with Joan McGeough, Chief Marketing Officer at the DAK Group, to discuss their recent rebranding project and the crucial role customer research played in informing their decisions.  The DAC Group is looking to revitalize their visual identity and validate their messaging to better resonate with their target audience. Joan shares her experiences from the rebranding journey, from selecting the right agency, to getting feedback from their clients and stakeholders, and using that insight to develop a fresh visual style.  This episode sheds light on the intricacies of rebranding, and the pivotal role of customer research in driving a successful branding project. Key Takeaways: - Customer research was the foundation of the rebranding process, allowing the company to gain insights into how they were perceived and validate their own self-perception. - The selection process for the external agency involved referrals, assessing credentials, and evaluating personal fit, ensuring alignment in understanding the company's vision and conducting research upfront. - S3, the agency chosen, embraced the idea of incorporating research as the foundation for creative elements such as design, color, and messaging. - The research findings pleasantly surprised the DAK Group by affirming that their core values and strategic approach were indeed perceived as they had intended. - Joan underscores the importance of obtaining authentic feedback to maintain authenticity and ensure the company's messaging truly resonates with customers.