Dear BAMf Podcast: Episode 47 with Nick Morris

Dear BAMf // Episode 47: Nick Morris of Onna explains how to convince your c-suite to do a brand refresh.

In this episode of the Dear BAMf podcast, we speak with Nick Morris, Global Head of Communications at Onna. With over 20 years of communications experience, Nick specializes in PR and media relations – particularly with business, national, broadcast, and IT trade media. He's worked with companies through major launches, reputation changes, mergers and acquisitions, and ongoing business results. In addition, Nick has worked closely with sales and marketing functions to integrate and align communications within an organization. In this episode, Nick answers tough marketing and PR questions from our listeners. Including this question about a brand refresh:  

Dear BAMf,

After15 years in the market, our company is going through the process of updating and refreshing our brand. Unfortunately, some members of our senior leadership team think this isn't a new worthwhile effort and our brand is just fine. How do you recommend I approach this issue and find a way to help them understand why a refresh doesn't mean our brand changes completely.

Listen now to hear how Nick advises this writer to move forward.

Dear BAMf: Episode 47

Episode 47 highlights:

• (1:00) What is Onna?

  
  "Onna is a platform that integrates information," Nick explains. He continues to explain how 25% of our time is spent searching for our own information. Onna puts information at your fingertip as Nick elaborates, "It makes it [information] useful, accessible and private. So we're a knowledge integration platform. That's bringing all of our information together."

• (05:30) What are you most proud of accomplishing in the last 12 months?

  
  The pandemic changed the workplace forever, especially when it comes to employee interaction. He was proud of being aware that the company needed to double down on internal Comms once the pandemic shifted the focus of his previous company and Onna. "Internal comms went through the roof and the companies that were slow to recognize that struggled," Nick explains.

• (05:00) What is your favorite way to tell a story?

  Spoken like a true storyteller Nick suggests, "Try to tell stories with the problem first." He points to how tech companies pitch from the perspective of a solution and don't give the audience a chance to have a relationship with the problem. Nick is an author and enjoys long forms of storytelling because you are not restricted by time, "The reason that I like books is because it's a longer form of storytelling. It doesn't need to be a 6 seconds clip. Trying to get your whole story across in 60 seconds is tough."

• (06:30) How do you convince your c-suite to do a brand refresh?

  "It needs to be based on facts rather than feelings," explains Nick. He doesn't want the listener to solely rely on their opinion and suggests holding focus groups about the brand. He notes that executives may be emotionally and historically invested in the current branding. Be sensitive and to the historical context of the brand as you explain the purpose of a refresh.

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