When and how to approach a brand refresh

Brand marketing isn’t just about image — it's now tied to LLMs, visibility and trust. Twilio's Adam Morgan shares tips on brand refreshes.

By ,
Head of Content & Media
Published on September 10, 2025 • Last updated on September 10, 2025 • 2 minutes read

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    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 on the MarTech YouTube channel.

    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?

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    Mike Pastore
    Head of Content & Media

    Mike Pastore is the Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech Conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech, creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.

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