More Than a Logo: The Story Behind Baker’s Brand Refresh
May 19, 2026
In this episode of Under the Roof, hosts Todd Kavanaugh and Matthew Elban sit down with Dave Hardy, the Executive Vice President of Brand Strategy at Think Shift, to navigate Baker Roofing Company’s recent brand refresh and why brand is so much more than just a logo.
In this episode of Under the Roof, hosts Todd Kavanaugh and Matthew Elban sit down with Dave Hardy, the Executive Vice President of Brand Strategy at Think Shift, to navigate Baker Roofing Company’s recent brand refresh and why brand is so much more than just a logo.
What You’ll Learn:
- Why brand is fundamentally a gut feeling
- How to conduct discovery that surfaces authentic differentiation
- The difference between a rebrand and a refresh
- How to define your “onlyness”
- Why a brand only works when leadership and employees believe it and live it daily
Dave Hardy is the Executive Vice President of Brand Strategy at Think Shift, a Canadian marketing and creative agency specializing in brand strategy, positioning, and organizational transformation. With a background in design and branding philosophy, Dave brings deep expertise in translating company values into meaningful brand narratives that drive business growth and customer loyalty.
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