Defining the Enemy When Rebranding
Learn from April Moh, CMO at Kyriba, about defining the enemy and the hero during your rebrand.
Kyriba empowers CFOs and their teams to transform how they activate liquidity as a dynamic, real-time vehicle for growth and value creation, while also protecting against financial risk. Kyriba’s pioneering Active Liquidity Network connects internal applications for treasury, risk, payments and working capital, with vital external sources such as banks, ERPs, trading platforms, and market data providers. Based on a secure, highly scalable SaaS platform that leverages artificial and business intelligence, Kyriba enables thousands of companies worldwide to maximize growth opportunities, protect against loss from fraud and financial risk, and reduce costs through advanced automation. Kyriba is headquartered in San Diego, with global offices in the Americas, Europe, Asia Pacific, and other major locations.
Guest Bio
As Chief Marketing Officer at Kyriba, April Moh oversees brand strategy, communications, demand generation, and the customer journey. She has close to two decades of experience driving growth for software companies, and was named as one of Campaign Magazine’s “Most Inspiring Women” of 2023.
Previously, April served as CMO at SUSE, guiding the global open source leader through corporate rebrands, major acquisitions, and a multi-billion euro IPO. She has led marketing and communications initiatives for brands like SAP, Microsoft, and Concur.
April holds a degree in Communications from Nanyang Technological University Singapore.
Guest Bio
As Chief Marketing Officer at Kyriba, April Moh oversees brand strategy, communications, demand generation, and the customer journey. She has close to two decades of experience driving growth for software companies, and was named as one of Campaign Magazine’s “Most Inspiring Women” of 2023.
Previously, April served as CMO at SUSE, guiding the global open source leader through corporate rebrands, major acquisitions, and a multi-billion euro IPO. She has led marketing and communications initiatives for brands like SAP, Microsoft, and Concur.
April holds a degree in Communications from Nanyang Technological University Singapore.
Episode Summary
This episode features an interview with April Moh, CMO at Kyriba, leader in cloud treasury and finance solutions, delivering mission-critical capabilities for cash and risk management, payments and working capital solutions.
In this episode, April shares her expertise on managing perceptions through PR and building a demand creation arm from scratch. She also dives into the process of rebranding, and the framework they used when crafting their strategic narrative.
Key Takeaways
- To maximize your PR efforts, make sure you have a clear idea of the perceptions that you want to drive and how you are currently perceived among your audiences.
- When rebranding and recrafting your strategic narrative, define who the enemy is, and who the hero is.
- Find ways to quantify your demand creation arm beyond just direct ties to short-term revenue and be prepared to see results from that engine two years down the line.
Quotes
“A rebrand is more than just look and feel. A lot of it is also about what is that story and what is that strategic narrative? And for us, we worked through a very simple framework, which is to define what the enemy is. So the enemy represents the current way of work that is not productive for CFOs or treasurers. And then what the hero is. So how do we position ourselves as being able to really add value in solving that problem?” ––April Moh, CMO, Kyriba
Episode Highlights
- *(12:21) The Trust Tree: Creating a scalable, repeatable marketing engine
- *(19:02) The Playbook: Paid media, PR and events
- *(34:18) The Dust Up: Changing a beloved mascot
- *(37:41) Quick Hits: April’s Quick Hits
Episodes Transcript
- To maximize your PR efforts, make sure you have a clear idea of the perceptions that you want to drive and how you are currently perceived among your audiences.
- When rebranding and recrafting your strategic narrative, define who the enemy is, and who the hero is.
- Find ways to quantify your demand creation arm beyond just direct ties to short-term revenue and be prepared to see results from that engine two years down the line.
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