What does it take to turn seven separate acquisitions into one unified, AI-powered brand? And what’s the real ROI of a rebrand when the stakes are this high? If you’ve ever wondered whether your brand is holding your company back or what it truly takes to lead a transformation that sticks, this episode is for you. 

Our guest, Sue Holub, is a trailblazing growth strategist and brand architect whose leadership helped transform OnSolve into the engine behind every Amber Alert, paving the way for a successful exit. But Sueis more than a marketing executive; she’s a transformation architect. With a background spanning other major players like BellSouth and Lexmark International, among others, Sue has built a career reimagining how businesses operate, communicate, and grow. 

Whether you’re sitting in the C-suite or leading the transformation from behind the scenes, and find yourself asking the hardest (and most valuable) question: Who are we, really?, Sue’s change playbook is rocket fuel for any business ready to scale with clarity and purpose. 

In this episode, you’ll learn why a rebrand isn’t about logos or taglines but about building a unified identity that scales your business with clarity and purpose. You’ll also learn how data integrity can uncover what’s really happening in your business, why internal alignment is the key to external credibility, and how brand clarity can unlock sales performance and market trust to ensure your boldest business moves drive long-term growth. 

For anyone navigating complexity at scale, this conversation is a masterclass in turning chaos into clarity. Because when you can clearly articulate what makes your company worth investing in, your clients choose you, your team rallies behind you, and your competitors start paying attention.

CHAPTERS:

00:00 Introduction: The Importance of Differentiation

00:59 Meet Sue Holub: A Trailblazer’s Journey

02:03 Career Highlights and Key Roles

03:31 The OnSolve Challenge: Rebranding and Unification

05:24 Executing a Successful Rebrand

12:51 The Role of Data in Optimizing Sales

22:49 The Future of the CMO Role and AI

28:35 Leadership and Change Management

30:51 Sue’s Career Philosophy and Future Plans

36:38 Conclusion and Final Thoughts

Topics Discussed:

• The major difference between a simple rebrand vs. redefining your company’s identity
• AI’s impact on leadership, productivity, and customer experience
• How to lead through transformation at scale
• The intersection of branding, culture, and change management
• Why you need to create internal alignment before external exposure
• Sales enablement through actionable data (and how to read between the lines)

Connect with Sue Holub:

• LinkedIn: https://www.linkedin.com/in/sueholub/

About Rethink Change:

When growth is stagnant, culture’s a mess, the brand’s adrift, and the board wants miracles by Monday, Pennebaker’s podcast, Rethink Change, is where innovators and disruptors go for clarity.

Hosted by Founder Ward Pennebaker and President Matt Pennebaker, this podcast delivers sharp insights from battle-tested leaders who’ve navigated chaos and turned challenge into momentum. You’ll hear from executives from startups to global behemoths, from a wide range of industries. No fluff. All results. These conversations uncover what actually works, so you can think differently and act smarter.

Get Connected with Rethink Change:

• Website: https://www.pennebaker.com/podcast
• LinkedIn:https://www.linkedin.com/company/pennebaker/ 
• Facebook: https://www.facebook.com/pennebakerbrand
• Bluesky: https://bsky.app/profile/pennebaker.bsky.social
• Instagram:https://www.instagram.com/pennebakeragency/