The Changemakers

Evolving a beloved brand without breaking trust: Myra El-Bayoumi, Redis

• Shaped By • Episode 69

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0:00 | 42:47

When Myra El-Bayoumi joined Redis as VP Brand and Corporate Marketing, she was handed two pretty major challenges: modernise the brand, and build a world-class internal agency from scratch. Oh, and do it all in six months.

On this episode of The Changemakers, Dave sits down with Myra to unpack how she evolved one of tech's most beloved brands without alienating its developer audience. 

Myra walks through the brief she inherited in September 2023: refresh a brand with serious heritage, build a quality internal agency, and do it all before a licensing change landed. She shares the research approach that kept developers at the table, the origins of Redis's striking new identity, and the CEO-level trust that made bold, fast decisions possible. 

A must-listen for any marketers and brand-builders out there tasked with modernising heritage-rich brands. Whether you’re driving a complex transformation or navigating high-stakes stakeholder management, Myra’s take on "direction, not directive" leadership offers a masterclass in moving fast without breaking the soul of your brand.


Timestamps

  • 00:21 - Myra’s path from agency to in-house
  • 2:33 - Joining Redis: why the people you work for matter most
  • 03:59 - What Redis does in the real-time data era
  • 04:46 - Modernizing the brand and building an internal agency
  • 07:15 - Evolution vs. revolution: determining what to keep and what to kill
  • 09:34 - Using research to guide high-stakes brand decisions
  • 11:57 - How to rebrand a tech giant in just six months.
  • 15:48 - The "Direction, Not Directive" Rule: navigating CEO and founder feedback
  • 25:50 - Code is like a poem: the origin story of the Redis visual identity
  • 34:36 - The Baukunst Collective: exploring the intersection of design and VC

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