New RiechesBaird "Branding Business" Radio Show Reveals The Keys To Rebranding An Established Company

Brett Knox details the rebranding of 100-year-old ABM Industries, to restore its relevance back in the marketplace

RiechesBaird, named one of the top BtoB corporate branding agencies in the United States by BtoB Magazine for 11 consecutive years, has premiered an installment of its "Branding Business" radio show that features Brett Knox, Senior Vice President of Marketing for ABM Industries, as he discusses the 100-year-old company's recent rebranding success.

"ABM Industries began in 1909 as a window-cleaning company and has evolved, expanding its service offering and global capabilities," explains show host Ray Baird, President and co-founder of RiechesBaird. "After 100 years in business, ABM needed to rebrand itself and bring relevance back to its positioning in the marketplace. Brett provides key insights about the delicate mindset and absolute essentials that go into the rebranding of an established company like ABM."

Knox serves as Senior Vice President of Marketing for ABM Industries, a global leader in integrated facility solutions. Leading the rebranding initiative for ABM was quite an endeavor for the 103-year-old company, which boasts 100,000 employees in more than 30 countries. Most recently, Knox has served as President of GreenHomes America, a national home performance contractor and division of ABM.

Over the last 25 years, Knox has held several executive positions in marketing, sales and market development, including Vice President, Product Marketing at Sage Software and Vice President, Marketing at Field Centrix. He is a board member of CBPCA and Efficiency First, the co-author of two patents in wireless, Internet software solutions, and holds a Bachelors of Arts degree in MIS from the University of Northern Colorado and an MBA Marketing candidate at the University of Colorado.

RiechesBaird's 'Branding Business' radio show is part of an online community,, dedicated to brand strategy, brand development and brand engagement. It is an open online forum, for branding professionals, their clients and interested prospects. Along with sharing RiechesBaird's experience-driven expertise with an unmatched portfolio in the BtoB world and thought leadership through a variety of interactive opportunities, it is designed to bring together the best minds in branding and provide an engaging conversation about branding as a business tool. Branding Business includes the latest blog articles, lively debates, topical discussions, critical inquiries, answer to questions and questions to answer.

"'Branding Business' is not merely a tag line or 'shorthand' for our BtoB expertise," said Ryan Rieches, CEO and co-founder of RiechesBaird. "It's a corporate branding methodology that embraces business strategy to enhance business performance. Our vision is to create the world's most successful brands, and our mission is to find greatness and promote it fearlessly. is a natural extension of our work, and a valuable place for businesses to discover real-world insights that help drive business forward and improve market share."

The 'Branding Business' radio show features the firm's co-founders, Rieches and Baird, and principal Alan Brew as they interview influential CEOs and discuss and analyze the latest news and trends in the world of branding and branding strategies. From BP's five minutes of shame to healthcare business branding strategies to analyzing the outlook for 2012 and the power of differentiation, these gentlemen share their insights and knowledge of branding in today's ever-changing business environment.

RiechesBaird, a leader in corporate branding, specializes in building the value of BtoB companies like American Airlines Cargo, Toyota, Sharp and Linksys, a division of Cisco. With offices in California
and New York, they provide local service to their ever-growing group of marquee clients on both coasts.

These success stories helped secure RiechesBaird's inclusion in the "Top Small Agency" rankings by BtoB Magazine. Their prestigious "BtoB Top Agencies Special Report" includes agencies that have a significant amount of BtoB business, key clients and range of services. In honoring RiechesBaird, BtoB Magazine noted that over the past year the firm added new clients like Huawei Technologies USA, Hitachi Consulting and ABM Industries, while continuing to work with existing key clients including American Airlines Cargo and Epicore Software. The magazine highlighted a trio of online campaigns created and implemented by RiechesBaird, including "Did You Know?" for American Airlines Cargo, "Promise of the Future" for Huawei Technologies USA, and "Accelerating Nonprofit Success" for OneOC. The magazine also recognized RiechesBaird's launch of last year, an industry thought-leadership portal dedicated to brand strategy, brand development and brand engagement.

About RiechesBaird
RiechesBaird is internationally recognized as one of the premier brand development firms specializing in business-to-business branding. Our proprietary term "Branding Business" represents both the guiding philosophical essence and our practical approach to branding as it relates to business strategy and growth. Ranked by B2B Magazine as one of the Top 10 Firms for more than a decade, RiechesBaird has helped organizations such as American Airlines, Constellation Energy, Sharp, Sage Software and Toyota build leading international brands. Privately held, RiechesBaird has offices in New York and California. For more information, please visit us at or check out our thought leadership at, to learn more about branding your business. RiechesBaird can been reached directly at 949-586-1200 in California and 917-661-4842 in New York.