My company has never worked with any type of agency, ad agency, design agency, branding, anything. It's not our 64th year, it's not our 606 year, it's our 60 fifth year. We build what we like. If people like it, that's great. I want to see something new, but at the same time, you don't want to throw away the past. My dad will say that he's really happy to have young blood around the company. And then when

I bring something up, he'll be like, whoa, whoa, whoa, whoa, whoa. This is exceptions. The show about why

building a brand matters more than ever for B2B companies today. I'm your host, Jay Akunzo, author of the

brand new book, Break the Wheel. And I'm partnering with DRIFT to bring

you this series because Drift is all about putting the human experience and making it a good

experience at that back into the B2B marketing and sales process. They're changing the way that

businesses buy from other businesses. Throughout the series, we go inside some of the world's best B2B companies,

or, well, usually that's what we do. However, today, we go inside a consumer company. Yeah,

that's right, good old B2C. We're venturing outside our B2B bubble to see what lessons we can find to bring with us

as we return. This brand that we profile today cares deeply about, well, Brandt, so much so that

despite decades in business, they've never actually run a single paid ad, zero campaigns,

zero agencies. Also, zero things that smell like most consumer

companies when they promote their brand. Right? We think about consumer campaigns as

blanketing the world by force with a logo or an ad campaign. Not the case here. And that's

especially weird, not only for a B to C company, but in this company's industry.

See, this industry is consumer electronics.

This company makes headphones.

That's like one of the most ad-happy, consumer-y types of consumer businesses.

As we'll see, there are certainly some differences between B2B and B2C.

But I was shocked, shocked at the specific things that we're going to go over that seemed so

eerily familiar. So today, we go inside the recent rebrand process of Grado Labs.

Grado makes, as I mentioned, headphones, and they work out of not a state-of-the-art factory,

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