Rebrand Without the Bullsh*t

Rebrand Without the Bullsh*t: The In-House Playbook for Leading Brand Transformations

The honest, practitioner-written guide to leading brand transformations from the inside.

Drawn from over two decades leading rebrands inside Bay Area tech companies, this book is the playbook no agency will ever write for you. Written for the Creative Directors, CMOs, and founders staring down their next transformation - and tired of being told what consultants think a rebrand should look like from the outside.

What you'll learn:

• The phased approach that reverses the traditional rebrand model - and why starting with the logo is the most expensive mistake most companies make
• How to win stakeholder buy-in without falling into design-by-committee chaos
• When to hire an agency versus build in-house - and what the $300K decision actually buys you
• How to build a creative team that ships work without burning out
• How to launch a brand that actually lasts after the announcement post fades

Who this book is for:

• Creative Directors who've been handed a rebrand and don't know where to start
• CMOs deciding between agency and in-house
• Founders who've outgrown their Series A identity
• Product Marketing leaders responsible for rebrand execution
• Anyone leading brand work from inside a company instead of pitching it from the outside

What this book isn't:

This is not a design tutorial. It will not teach you how to kern a wordmark or pick a color palette. It is a leadership book about how to move a company forward without dragging it there.

From the cover:

"Flawless execution from planning to launch. The outcome was beautiful. This is what happens when creative leadership drives the process from the inside." - Micheline Nijmeh, CMO, ThoughtSpot

"He doesn't just make things that look great. He builds brands that move audiences and deliver results." - Lance Walter, CMO, Neo4j

"Richard did an outstanding job leading our rebrand. The CEO loved it. The team rallied around it. It galvanised our transformation." - Mark Johnston, CMO, Matillion

About the author:

Richard Koscher is a Sr. Creative Director with over 20+ years of experience leading brand transformations across B2B tech, media, and nonprofit organizations. He has led rebrands at ThoughtSpot, Matillion, Neo4j, AdRoll, and the George Lucas Educational Foundation. Austrian-American dual citizen based in San Francisco.