What happens when a widely recognized B2B technology company realizes its name no longer represents its future?

In this episode of CMOs Unscripted, Lisa Martin speaks with Lynn Lucas, CMO of Everpure, formerly Pure Storage, about what it took to rename and reposition a billion-dollar public company without losing the brand equity, customer trust, and market recognition it had spent years building.

Lynn explains why the company’s transformation was much bigger than a new logo, visual refresh, or marketing exercise. As the business expanded from storage into enterprise data management, the company needed a brand capable of reaching new executive buyers while preserving the trust and equity it had already earned.

Beyond the name itself, Lisa and Lynn examine the enormous operational effort required to launch a new brand across a public company. More than 100 people across the company eventually became involved, including teams responsible for employee communications, legal, IT, finance, sales enablement, partner programs, digital marketing, and investor-related activities.

This candid conversation offers a practical look at what it takes to align a company’s identity with its future. In this episode, you’ll learn:

• How to know when a brand refresh is not enough

• Why rebranding must be aligned with business strategy and solve a business problem

• How Everpure researched customers, non-customers, VPs, and CIOs

• Why retaining “Pure” was essential

• How the company evaluated and selected its new name

• The psychology and emotion involved in naming

• How more than 100 employees helped execute the launch

• The role of internal communications and employee adoption

• How AI and enterprise data influenced the company’s positioning

• The SEO, AEO, domain, and social media challenges created by a company rename

• How Everpure measured brand performance during the first 90 days

• Why a rebrand launch is the starting line—not the finish line

Watch or listen to the full episode for a rare behind-the-scenes look at what it takes to rename, reposition, and relaunch a major B2B brand.

This conversation is essential viewing and listening for CMOs, founders, growth leaders, brand strategists, and executives considering a major repositioning, company rename, or enterprise-wide brand transformation.[embed code]

Subscribe to CMOs Unscripted for candid conversations with the marketing leaders shaping the future of B2B growth, brand strategy, and executive leadership.

AI is transforming how marketing operates, but not in the way most people think.

In this episode of CMOs Unscripted, Lisa Martin talks with Palo Alto Networks CMO Kelly Waldher to break down how AI is transforming marketing execution, storytelling, and strategy—especially in one of the fastest-moving industries (cybersecurity) in the world.

From managing market fragmentation to building and launching AI-generated campaigns, this conversation reveals what it really takes to operate as a modern marketing leader.

Inside this episode:

• Why cybersecurity is the fastest-moving industry in tech

• The real impact AI has on marketing workflows

• How to distill complex product portfolios into clear messaging

• What it takes to build AI-driven campaigns at scale

• Why AI is only as powerful as the data behind it

• How CMOs can adapt to constant change and pressure

AI isn’t replacing marketing.It’s forcing marketers to rethink how everything gets done—from strategy to execution.

If you’re a CMO, a prospective CMO, founder, or marketing leader navigating AI and its crazy pace, you definitely don’t want to miss this episode.

What if your biggest brand breakthrough didn’t start with marketing…but with a customer?

In this episode of CMOs Unscripted, Lisa Martin talks with NetApp CMO Gabie Boko as she breaks down how a long-time customer relationship with the NFL turned into one of the most powerful B2B brand moments in recent years.

This wasn’t a typical sponsorship. It started with a customer need and then evolved into a brand strategy. Ultimately, it became a playbook in how B2B companies can break through in an AI-saturated world.

Gabie shares:

• How customer relationships can unlock unexpected brand opportunities

• Why sports is one of the last places to capture real human attention at scale

• How to make invisible technology visible through strategic storytelling

• What it takes to align internal teams around bold brand moves

• Why authenticity is no longer a brand value, but an operational requirement

• How to turn partnerships into true business impact (not just “logo slap”)

You’ll also get a behind-the-scenes look at:

• The data complexity behind an NFL game

• What “intelligent data infrastructure” actually looks like in real life

• How NetApp approached the Super Bowl LX as a brand moment

If you’re a CMO, founder, or marketing leader trying to stand out in a crowded content landscape, this is a playbook you don’t want to miss.

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